Research On The Influencing Factors Of User Behavior Of Network Knowledge Community Based On UTAUT Model

The mode of transmission knowledge is constantly progress,from the past paper gradually into the network information.Encyclopedic knowledge popularization,engine let knowledge facilitation to BBS to knowledge sharing.A surge in the amount of information that leads to users gets a decline in the efficiency of the valuable information,this problem continuously emerging.Then have a batch of helping users screening effective knowledge information platform and network knowledge community,the community for specific people convey different information of value.User's behavior in the use of a great influence on a network knowledge community,understand the use of user behavior to adopt corresponding policies,and strong group using.Therefore,further study of factors affecting user behavior to improve network knowledge community of user's usage and satisfaction is of great significance.This article first to the integrated Technology Acceptance and Use model(Unified found of Acceptance and Use of Technology,UTAUT)elaborates the related concepts,the article related literature at home and abroad were reviewed.Integrated technology to accept and use model(UTAUT)for the user to use behavior has a strong explanatory power.Model includes the performance expectations(PE),pay expectations(EE),community influence(SI),with(FC)four core factors.According to the characteristics of network knowledge community,increasing information needs,personalized needs,satisfaction with the three important factors,and the record of formal schooling,age,occupation,gender,four control variables,namely the UTAUT model constructed in this paper,the research model.The article adopts the method of empirical analysis,based on the UTAUT model the influence factors of affecting the network knowledge community use user study.Zhihu such as audience most widely domestic network knowledge community,was selected as the research object of this paper,design related questionnaire,analysis of data obtained from the questionnaire,and concluded that the performance expectations,pay expectations,social influence,composition,information demand,personalized needs,satisfaction with the seven influencing factors through intermediate variable used to indirectly affect use behavior,the information demand also directly affect the use of user behavior,four control variables and age,education,occupation and gender are used for the user will and behavior has a direct impact.Finally,the article such as Zhihu network knowledge community some Suggestions,such as constantly to meet users performance expectations,develop personalized plate,keep upgrade system using the intention,with mobile terminal,etc.