Research On Intermittent Dropout Behavior Of Users' Knowledge Sharing In Socialized Question And Answer Community

With the rapid growth of users of social question-and-answer products and the deepening of their services,Quora and Zhihu are facing many challenges,such as the loss of excellent knowledge sharers,many unanswered questions,and the dilution of professional and rational question-and-answer interaction atmosphere and Shared community culture.In the study of Knowledge Shearing of Social Question & Answer Community,scholars mainly focuses on the positive factors of Knowledge Shearing,while ignored the inhibiting factors of Knowledge Shearing of Social Question &Answer Community's users.There are some scholars have noticed that the user's Knowledge Shearing of Social Question & Answer Community is a dynamic process,which refers to the participation from the individual to continuous participation,and carried out relevant research.At present,there is no research on how users will interrupt their Knowledge Shearing.This paper makes an in-depth study on Intermittently Discontinue of Knowledge Shearing,which refers to the repeated interruption of knowledge Sharing before it continues.Taking Zhihu as an example,this paper studies the behavior of users' Intermittently Discontinue in the Social question and answer situations.First,this paper reviews the current research situation,mainly in the study of Social Question &Answer Community,user's Knowledge Shearing of Social Question & Answer Community and Intermittently Discontinue.This paper also extracted the enabling and inhibiting factors of user's Intermittently Discontinue from a binary perspective.At the same time,this paper also supplement some influence factors by the results of semi-structured user interviews.Second,based on the analysis framework of "stressor-burden-result" and the overload theory and fatigue theory,this paper constructs a research model of Intermittent Discontinue of Social question-and-answer community users share knowledge,and final formed a measurement scale.Thirdly,this paper use the Software of SPSS24.0 and MPlus7.4and analyzed 325 valid sample data,which were obtained through online questionnaire survey,and verify assumptions and models.The results of data analysis show that information overload,social overload and system function overload significantly promote users to experience knowledge sharing fatigue.The sense of belonging and interruption cost significantly promoted the Q&A Community Switching Fatigue.Knowledge Shearing Fatigue and Q&A Community SwitchingFatigue significantly promoted the Intermittently Discontinue.Among them,Knowledge Shearing Fatigue causes users to stop sharing knowledge,and Q&A Community Switching Fatigue causes users to start sharing knowledge again after they stop sharing it.In this study,the concept of Intermittently Discontinue was extended to the research on the knowledge Sharing of Social Question & Answer Community's users,and make a better differentiation between Intermittently Discontinue and Drop out of knowledge sharing through thoroughness.Therefore,this study has enriched the understanding of the non-continuous knowledge sharing behavior and laid a certain foundation for the follow-up research.In addition,this study also provides an relevant practical enlightenment for the system function design and operation management of socialized Q&A products.For example,the negative performance of users can be reduced by establishing information filtering mechanism,deleting redundant functions and providing social relationship management tools,and the irreplaceable products(such as sense of belonging,honor level,etc.)can be strengthened,and the loss of users can be reduced by increasing conversion costs.