Research On The Impact Of User Interaction Behavior On Knowledge Contribution Of Social Q&A Platform

With the rapid development of science and the popularity of the Internet,people are more and more used to obtaining and exchanging all kinds of information and knowledge through the network.In the online Q & A platform,participation in questions and answers has become an important way for people to share and acquire knowledge.The online Q & A platform can be divided into traditional Q & A platform and social Q & A platform according to its functions.The former has only the most basic question and answer function.The latter adds social elements.Users can interact with other users by following,liking,thanking and sending status in the social Q & A platform.At present,the loss of users of traditional Q & A platform is serious,and there are some problems,such as no one answers the questions,the quality of the answers is uneven and so on.The development trend of social Q & A platform is much better.As a Q & A community,there is a significant gap between the traditional Q & A platform and the social Q & A platform.In the face of this phenomenon,it is of great significance to study the unique "sociality" of social Q & A platform.Because the knowledge contribution of users is the key to maintain the vitality of this kind of Q & A platform,this study chooses to explore the problem of knowledge contribution from the perspective of sociality to study the influence of user interaction behavior on their knowledge contribution in social Q & A platform.Firstly,according to the interaction direction,the user interaction behavior is divided into active interaction behavior and passive interaction behavior.According to the current situation of platform development,knowledge contribution is also expanded into two types:active knowledge contribution and passive knowledge contribution.Then,based on the social cognitive theory and other sociological theories,this paper establishes a theoretical model of the influence of interactive behavior on knowledge contribution,and puts forward research hypotheses,aiming to explore the influence ways of different interactive behaviors on different knowledge contributions and the differences among them.Finally,it crawls the most representative "Zhihu" Q & A platform in China,uses negative binomial regression analysis method to analyze the real behavior data of users,and makes a robustness test.The results show that the interaction between users will affect the knowledge contribution of users to a certain extent,different types of interaction behavior have different effects on the same knowledge contribution,and the same user interaction behavior has different influence on different types of knowledge contribution.In addition,the study also found that the influence of interaction behavior with different social intensity on knowledge contribution is also different.The results of this study reveal the relationship between user interaction behavior and knowledge contribution in social Q & A platform.It also shows that different types of user interaction behavior have different effects on different types of knowledge contribution,which complements the existing research on the impact of knowledge contribution.The classification of interactive behavior and the expansion of the scope of knowledge contribution also broaden the research direction for the follow-up research.The results of this study are helpful for managers of social Q & A platform to deeply understand the behavior logic of users,and have reference value for improving the service of the platform and promoting the knowledge exchange of users.The limitation of this study is that only "Zhihu" is selected for the study,and due to the limitation of data crawling,the selected variable measurement index is relatively limited.In the future work,we can combine more methods and select more platforms to verify the research results.