Research On The Motivation Of Knowledge Sharing Behavior In Question And Answer Community

Question and Answer Community is a new type of network service carrier whichprovides a more convenient channel for the exchange and dissemination of knowledgebetween people. Though the appearance of large numbers of breakdown products canpromote the rapid growth of users, it can also exposed a series of urgent-unsolvedproblems in the Question and Answer Community, such as whether the user is willingto continue sharing knowledge in the community and so on. Finding the internal usingmotivation of users is helpful to develop and optimize the design plan of knowledgesharing, which is essential for the sustainable development of Question and AnswerCommunity products. The topic of this thesis is to study the main motivation of theusers’knowledge sharing based on the subject of Zhihu.Firstly, according to the Question and Answer Community theory, the motivationassumption factor model of the users’ knowledge sharing behavior is constructed onthe perspective of quantitative and qualitative. In the quantitative study, possiblemotivations of the users’ knowledge sharing behavior are analyzed with real data ofQuestion and Answer Community. In the aspect of the qualitative study, themotivations of the users’ knowledge sharing behavior are further mined by the users’self-report, behavioral observation and user interviews. Then, in the light of themature Motivation Scale abroad and the questionnaire design of previous userresearch, the motivation assumptions are verified. And the motivation model ismodified by factor analysis, and the seven factors that affect the users’ knowledgesharing behavior are proposed. Next, the user groups are classified by further clusteranalysis on the basis of motivations study, which further build persona of Zhihucommunity product. Finally, the needs of users are mined based on persona, and thenconvert into the functional point of the products. The functions of attractive and linearproperties are obtained by verification of users’ needs by Kano model, which canunfold the optimized design of Zhihu community function.The knowledge sharing motivations not only provide a reason for existence ofusers’ behavior, but also offer the internal requirements of a particular function modefor products. An accurate understanding of the motivation for knowledge sharinghelps designers to design the products which meet the needs of users. The maininnovation of this thesis is to provide a substantial basis and functional designguideline for product design though the construction of the characters by motivations study and the verification of users’need by Kano model.