The Study On The Effects Of Users Participation Motivation On The Participation Behavior In Knowledge Sharing Platform

With the progress of information technology and the development of the Internet,searching for information through web browsing can not satisfy peoples' desires for information and knowledge.More and more people are likely to acquire information from some virtual knowledge communities such as Zhihu.But with the development and expansion of the community,a large number of problems have gradually emerged,such as information redundancy,unevenness knowledge quality,users' "free riding",the community being difficult to achieve profit and so on.The progress of sharing economy has knocked on the door of knowledge payment,which has enabled knowledge acquisition to change from free to paid mode.It not only solves the problems of low information quality and users' "free riding" but also shows the direction of the virtual knowledge community.The emergence of knowledge payment model has enabled the virtual knowledge community to change its development model actively.What's more,some new knowledge sharing platforms which attract a large number of users have emerged.Users are the foundation of sustainable development of knowledge sharing platforms.Under the new background,the researchers and platform operators are focusing on how to keep attracting new users,retain old users and promote the prosperity of the platforms.In this study,we take the users from some knowledge sharing platforms like iGet,Zaih(original Fenda),Ximalaya FM,ZhiHu Live as the research objects,discuss the motivation of users participating in knowledge sharing platforms as well as the relationship between participation motivation and participation behavior.Based on the research results,we offer suggestions for the development of knowledge sharing platforms so as to attract more users and let them have a share dividends.This thesis includes six parts.The first part is Introduction.On the basis of introduction of the research background,it puts forward the research questions as well as the purpose and significance of the research,and expounds the ideas,contents,methods and innovations of the research.The second part is Literature Review.It overviews some theories related to knowledge sharing platform,participation motivation and behavior.Also,it summarizes the motivation of users to participate in knowledge sharing platforms.The third part is Research Design.It constructs a model of the relationship between users' participation motivation and behavior.It also puts forward research hypotheses,defining and measuring these research variables and recycling data through questionnaire.The fourth part is Data Analysis.It utilizes SPSS 18.0 to analyze the data and prove the research assumptions.The fifth part offers some relevant suggestions for the knowledge sharing platforms.The sixth part is Conclusion and Prospect of the study.It summarizes the research findings then puts forward the limitations of this study and the prospect of future researches.This study summarizes users' the motivation to participate in knowledge sharing platforms by reading and analyzing a large number of documents and constructs a model of the relationship between users' participation motivation and behavior.It analyzes that the motivation of users' participating in knowledge sharing platforms and the impact of participation motivation on participation behavior through empirical research.The results show that:(1)The users participating in the knowledge sharing platforms mainly have such motivation as instrumental motivation,entertainment motivation,social motivation,economic motivation and altruistic motivation.(2)There is a significant correlation between each participation motivation and participating behavior.Information motivation,entertainment motivation and altruism motivation have a dramatic impact on browsing behavior;while instrumental motivation,social motivation,economic motivation and altruistic motivation do have a significant impact on interactive behavior.