The Effect Of Gamification On Knowledge Seeking And Knowledge Contribution

In recent years,the stormy development of the Internet has accelerated the development of social knowledge sharing platforms.However,with the emergence of more and more knowledge sharing platforms,it is also a great challenge to retain users and motivate them to use the platforms frequently after acquiring users.The application of game in marketing and comment platform to provide participation also brings great reference significance to knowledge sharin g platform.Therefore,the positive role of gamification in promoting users’ participat ion,includin g knowledge seeking behavior and knowledge contribution behavior,may be an effective strategy to break through this dilemma.However,the current research mainly focuses on the elements of gamification,and the empirical research on the effectiveness of three dimensions of gamification:immersion gamification,social gamification and achievement gamification in stimulating users’ knowledge seeking behavior and knowledge contribution behavior needs to be greatly supplemented.This paper mainly uses empirical research methods to explore the relationship between and variables.According to the characteristics of social interaction and Q&A in Zhihu and the maturity scale at home and abroad,235 users in Zhihu were surveyed.Firstly,this study deep ly discussed the influence of three dimensions,immersion gamification,social gamification and achievement gamification,on knowledge seeking behavior and knowledge contribution behavior.Based on the self-determination theory,self-determination was introduced as an intermediary variable,and a model of gamification’s influence on users’ knowledge seeking behavior and knowledge contribution behavior under self-determination as an intermediary variable was constructed,and the model was verified by hierarchical regression.Secondly,this paper also uses the decision tree method of machine learning to construct the prediction model of knowledge seeking behavior and knowledge contribution behavior combined with user types.The research results of hierarchical regression in this paper show that in the three dimensions of gamification,immersion gamification,social gamification and achievement gamification have significant positive effects on self-determination;All of them have significant positive effects on knowledge seeking behavior and knowledge contribution behavior;Self-determination has a significant positive impact on knowledge seeking behavior and knowledge contribution behavior.Self-determination plays a completely intermediary role among immersion gamification,social gamification,achievement gamification and knowledge seeking behavior.Self-determination plays a partial intermediary role among immersion gamification,social gamification,achievement gamification and knowledge contribution behavior.Improving the gamification level and self-determination level of knowledge sharin g platform is an effective way to promote knowledge seeking behavior and knowledge contribution behavior.The research results of decision tree in this paper show that for knowledge seeking behavior,the combination of self-determination level and immersion gamification,social gamification,achievers,socialites and free spirit will play a major role in knowledge seeking behavior,while for knowledge contribution behavior,self-determination level and immersion gamification,social gamification,disrupters,man of charity and achievers will play a greater role.Other user characteristics,such as gender,age,occupation and educational background,have little influence on knowledge seeking and knowledge contribution.In the future,according to the scores of users’ different roles,we can provide corresponding gamification with the most effective dimensions,so as to achieve targeted knowledge seeking and knowledge contribution behavior incentives.