Research On Influencing Factors Of Knowledge Utilization In The Context Of Social Q&A Intelligent Recommendation

Social Q&A platforms are a kind of social platforms that provide users with mutual communication and help,such as Zhihu,Baidu Know,and Headline Q&A.The recommendation systems of these platforms make personalized knowledge recommendations based on users’ browsing,searching,following and collecting behaviors in the platform,thus forming an intelligent recommendation environment.The essence of knowledge utilization is that some users apply the knowledge and skills shared by other users to help solve problems.Based on the unified theory of acceptance and use of technology,communication visibility and self-determination theories,this thesis explores influencing factors of knowledge utilization in the context of social Q&A intelligent recommendation.The research results have important theoretical and practical implications.This thesis firstly explains research background and significance,and examines the research status at home and abroad around the intelligent recommendation and knowledge utilization of social Q&A.Then,the unified theory of acceptance and use of technology,communication visibility and self-determination theories are elaborated to provide theoretical support for the analysis of this thesis.On this basis,a model of influencing factors of knowledge utilization in social Q&A intelligent recommendation environment is constructed.Then,the scale of the research model was constructed based on the mature scale,and the data were collected using a questionnaire.In the data analysis stage,the measurement model and structural model are tested.The research results show that: from the perspective of the unified theory of acceptance and use of technology,performance expectancy,social influence,facilitating conditions,and effort expectancy quality positively affect the use attitude of social Q&A intelligent recommendation system and thus knowledge utilization;from the perspective of communication visibility,communication content transparency and network translucence quality positively affect knowledge utilization;under the self-determination theory perspective,competence,relatedness and autonomy quality positively affect knowledge utilization.Among all potential variables considered in this thesis,the use attitude of social Q&A intelligent recommendation system has the greatest influence on knowledge utilization.In addition,this thesis compared the perceptual differences of potential variables such as knowledge utilization based on individual characteristic factors.