摘要
【目的/意义】研究在线健康社区中用户参与行为和互动模式,了解用户从潜水者向贡献者转化的影响因素,从而为在线健康社区可持续发展提供参考建议。【方法/过程】本文通过构建激励机制下用户之间、在线健康社区与用户之间两类有限理性的博弈模型,计算复制动态方程并求解均衡稳定策略,探究用户参与行为转化的影响因素。【结果/结论】研究表明,在线健康社区中用户参与行为转化与发帖成本、隐私成本以及读帖收益系数成负相关,与发帖收益系数、其他用户贡献的知识量以及情感支持成正相关,激励机制的引入对用户参与行为转化有积极促进作用。在对策建议方面,在线健康社区可以从平台设计、氛围营造、用户生成内容、激励机制引入和隐私保障机制构建五个层面进行优化管理。【创新/局限】本研究将引入激励机制作为在线健康社区的选择策略,未探讨其他策略因素对于用户参与行为的影响,后续研究可以加以改进。
【Purpose/significance】To study user participation and interaction patterns in online health communities, and to under-stand the factors that influence the transformation of users from lurkers to posters, so as to provide reference for the sustainable devel-opment of online health communities.【Method/process】In this paper, two kinds of bounded rationality game models under incentivemechanism are constructed to calculate the replication dynamic equation and get the evolutionarily stable strategy, so as to explore theinfluencing factors of user participation behavior transformation. One of them is constructed between users, the other is constructed be-tween users and communities.【Result/conclusion】Research shows that in online health communities, the transformation of user par-ticipation behavior is negatively correlated with the cost of posting, the cost of privacy and the profit coefficient of reading posts, andpositively correlated with the profit coefficient of posting, the amount of knowledge contributed by other users and the emotional sup-port. The introduction of incentive mechanism has a positive effect on the transformation of user participation behavior. In terms ofcountermeasures and suggestions, online health communities can achieve the purpose of optimizing management from five aspects:platform design, atmosphere creation, user-generated content guidance, incentive mechanism introduction and privacy protectionmechanism construction.【Innovation/limitation】In this study, incentive mechanism is introduced as selection strategy of onlinehealth communities, and the influence of other strategies on user participation behavior is not discussed, which can be further studiedin a more comprehensive way.
作者
姚志臻
张斌
YAO Zhi-zhen;ZHANG Bin(Center for the Studies of Information Resources,Wuhan University,Wuhan 430072,China;School of Information Management,Nanjing University,Nanjing 210023,China)
出处
《情报科学》
CSSCI
北大核心
2021年第8期149-155,163,共8页
Information Science
基金
湖北文化名家专项基金
国家自然科学基金青年项目“心智空间视角下科学知识生成与演化机理研究”(71704138)。
关键词
激励机制
在线健康社区
用户参与行为
演化博弈
演化稳定策略
incentive mechanism
online health community
user participation behavior
evolutionary game analysis
evolutionarily stable strategy
