Research On Influencing Factors Of Users' Willingness To Adopt Information In Online Q&A Community

With the rapid development of China's Internet and Web2.0,the online Q&A community has been favored by more and more users,and has gradually become the main channel for people to obtain knowledge and information,solving thousands of problems for people.However,the increase in the size of users makes the information in the online Q&A community explode,and it is difficult for users to quickly find their own satisfactory answers in massive amounts of information.If users cannot obtain information content that is meaningful to them in the Q&A community,they may question the ability of the Q&A community to solve problems,which affects user reputation to a certain extent.Therefore,to explore the factors that affect the users'willingness to adopt information in the online Q&A community,and to analyze the role of each factor in the user's willingness to adopt information will help to enhance the user's willingness to adopt information and promote the operation and development of the online Q&A community.Through combing the relevant literature,it is found that most of the domestic and foreign scholars' research on online Q&A community information adoption is based on the information adoption model,exploring the impact of information quality and credibility of the source on the willingness to adopt,and the exploration of other factors and theories very few models are used.Judging from the key elements adopted by the online Q&A community user information,the variables in the UTAUT model can only explain some of the influencing factors.Therefore,this article uses the UTAUT model as the basic model,combined with the IAM model,social cognitive theory,perceived risk theory,perceived pleasure theory and trust theory,to jointly build an online Q&A community user information adoption willingness theory model,and discusses the main factors:Effort expectancy,Performance expectations,Perceived risk,Perceived pleasure,Trust,Self-efficacy;information factors:Information quality,Source credibility;social factors:Social influence on adoption willingness,respectively it mediates the role of Performance expectations and Trust.Taking Zhihu community users as the survey object,after designing the questionnaire and pre-survey,through the questionnaire star platform,the formal questionnaire is distributed and recycled online,and 313 valid samples are obtained.Using SPSS23.0 and SmartPLS3.0 software to perform descriptive statistical analysis,reliability and validity analysis and model path test on the data,so as to verify the model and hypothesis,obtain research conclusions,and provide relevant suggestions for enhancing the willingness of the online Q&A community to adopt information.The results of the study show that:Information quality,Source credibility,Effort expectancy,Performance expectations,Trust,and Social influence can significantly promote the willingness to adopt information;Perceived risk and Self-efficacy have a significant negative impact on willingness to adopt information;Perceived pleasure has no significant effect on the willingness to adopt information.Examining the intermediary role of performance expectations and trust,it is found that Performance expectations have a partial intermediary role between Information quality,Source credibility and willingness to adopt;Trust has a partial intermediary role between the Source credibility,Perceived risk and Social influence,and the willingness to adopt information.Based on this,suggestions were made to enhance the user's willingness to adopt information from three aspects:improving the usefulness of answer information,establishing user trust links,and optimizing platform service functions.