Research On The Influence And Evolution Mechanism Of Knowledge Contribution Behavior Of PVC Users From The Perspective Of Social Learning

Professional virtual community is an important platform for sharing and creating professional knowledge.The contribution of user knowledge is the key to the sustainable development of the community.How to promote the lurkers to become a knowledge contributor and to promote the continuous knowledge contribution has been widely concerned by scholars.Through the literature review at home and abroad,it is found that the current scholars have relatively few researches on the motivation difference between the knowledge contribution behaviors of lurkers and contributors;and there is no special exploration of social learning effect in the external environment,the cognitive and individual behaviors of the body;at the same time,the initial knowledge contribution behavior and the continuous knowledge contribution behavior of the divers and contributors are not obvious The differentiation can not explain the evolutionary mechanism of the knowledge contribution behavior.Based on social learning theory,taking community lurkers and contributors as the main research objects,this paper constructs a theoretical model from environmental stimulation(observation learning,reinforcement learning),body cognition(self-efficacy,outcome expectation)to behavior response(initial contribution,continuous contribution).On this basis,it also constructs a conceptual model of user knowledge contribution behavior evolution Analysis and simulation results show that:(1)In the initial knowledge contribution stage: the proportion of knowledge posts in the community can affect the lurking behavior of lurkers into initial knowledge contribution behavior.This is because observation learning is the core driving force of lurking behavior cognition,which can indirectly influence the initial knowledge contribution behavior through self-efficacy and outcome expectation.(2)In the stage of continuous knowledge contribution: the proportion of knowledge posts in community has a weaker influence on the behavior of initial contributors' continuous knowledge contribution.This is because the effect of observation learning on the self-efficacy and outcome expectation of contributors is significantly reduced,and can only indirectly influence the behavior of continuous knowledge contribution through the result expectation;the contact ratio between online users and topic posts has a significant impact on the initial knowledge contribution behavior of the initial contributor to the continuous knowledge contribution behavior.With the increase of the proportion,the more the number of continuous contributors evolve.This is because reinforcement learning is the core driving force of behavior cognition of contributors,and can indirectly act and continue knowledge contribution behavior through result expectation and self-efficacy.(3)The threshold of user participation has a significant impact on the behavior evolution of both lurkers and contributor.Based on the above conclusions,this paper puts forward some suggestions to the community managers on how to promote the conversion of lurkers into contributors and the continuous knowledge contribution of contributors,in order to promote the sustainable development of the community.Finally,this paper also points out the shortcomings of the research and future prospects.