The Research Of Influencing Factors On User Attitude And Behavior Of Social Q&A Virtual Community

With the rapid development of the Internet,the Internet and mobile Internet penetration is greatly improved.On the one hand,the various types of virtual communities emerging,based on interests or expertise and other topics,the audience gathered to socialize and share.On the other hand,due to lower information acquisition costs,increased redundancy knowledge,network users who want to more efficiently obtain useful knowledge and information,Q& A community came into being.With the development of Q&A community,foreign Quora and domestic ZhiHu known as a representative social Q&A virtual communities begin to appear.In recent years users of ZhiHu is increasing,but there has been little research on it,and less involved in communitybased research tentacles Answers virtual community area,so the authors are focusing here,in the hope of studying classical literature summary basis,to study deeply on ZhiHu represented in social Q&A virtual community,and also provide a reference for practitioners and later investigators types of sites.In this study,we reviewed the relevant literature of virtual communities,social Q&A virtual community,TAM model and ISSM model and based on user psychology of motivation.on the basis of the classical model of TAM,we added the variable information quality and user motivation,deeply research on user attitude and behavior in social Q&A virtual community.We expand research classic scale questionnaire designed for this study.Then we used SPSS software and Amos to do a series of quantitative analysis and empirical research with data collected to verify the relationship between variables based.Empirical research methods of this study include: descriptive statistics analysis,reliability analysis,validity analysis,structural equation model validation.Through the above research and summarize,we find in the context of social Q&A virtual community,information quality significantly positive impact on perceived usefulness and perceived ease of use;user motivations significant positive influence perceived usefulness;user motivations significant positive to affect the perceived ease of use;perceived ease of use was significantly positive impact evaluation attitudes;perceived usefulness significant positive impact evaluation attitude;evaluation attitude significant positive influence behavioral tendencies;behavioral tendencies significant positive affect system use;perceived usefulness had no significant effect on behavioral tendencies,the perceived ease of use had no significant effect on perceived usefulness.Finally,we propose a reference to the Q&A community operator's,and made a number of prospects for follow-up studies.