基于知識質量的社會化問答社區用戶知識共享的演化博弈分析

王鵬民 侯貴生 楊磊

〔摘 要〕[目的/意義]社會化問答社區作為網絡知識交互平臺，其持續發展的關鍵在于促進用戶知識共享，提升共享知識質量。[方法/過程]通過社區知識“質”與“量”的細分，將社區用戶主動或被動參與社區知識共享獲得的知識收益區分為“質”的收益與“量”的收益，并構建社會化問答社區用戶知識共享的演化博弈模型，探討不同博弈假設下問答社區知識共享的均衡狀態。[結果/結論]通過仿真顯示，社會化問答社區共享知識質量與用戶共享行為策略會受到用戶共享意愿與能力、用戶認可與社區激勵、感知共享成本等因素的影響。

〔關鍵詞〕知識質量；網絡知識；交互平臺；社會化問答社區；知識共享；演化博弈

DOI：10.3969/j.issn.1008-0821.2018.04.006

〔中圖分類號〕G203 〔文獻標識碼〕A 〔文章編號〕1008-0821（2018）04-0042-08

〔Abstract〕[Purpose/Significance]As a knowledge interaction platforms of network users，promoting the knowledge sharing level of users and enhance the quality of sharing knowledge of social Q&A; communities are related to the continuous development of communities.[Method/Process]The value or level of social Q&A; community knowledge could be subdivided into the quality and quantity of knowledge，so the community users knowledge gains could also be divided into qualitative gains and quantitative gains when they participate in community knowledge sharing actively or passively，then the evolutionary game model of social Q&A; community knowledge sharing was constructed based on the definition of community users sharing behaviors and knowledge revenues，and three kinds of knowledge sharing equilibrium states in social Q&A; community were analyzed under the different assumptions of evolutionary game.[Result/Conclusion]The different states of the knowledge quality and quantity of social Q&A; communities and the knowledge sharing strategies of community users were affected by the game model parameters such as users sharing willingness and ability，user acceptances and community incentive，perceived cost of knowledge sharing through the simulation.

〔Key words〕network knowledge；interaction platform；knowledge quality & quantity；social Q&A; community；knowledge sharing；evolutionary game

由于知識交互性更強，用戶依附度更高，社區知識質量與共享氛圍更被認可，國外的Quora、國內的知乎等社會化問答社區正逐漸成為網絡用戶進行大范圍社群交互與深層次知識共享的首選。黃夢婷與張鵬翼指出社會化問答社區用戶之間的信息交互與共享協作能顯著提升社區知識的完整性、細節性和信息量[1]，劉琦和杜榮同樣認為社區用戶間高質量與高水平的知識共享能夠有效地促進社區知識創新與用戶滿意度[2]，Tsai與Pai則指出社區知識質量的提升、共享氛圍的改善能夠提高新用戶對社區的感知價值，并影響其閱讀與發帖行為[3]。因此，社會化問答社區的知識質量高低與社區用戶的知識共享水平已經成為社區知識積累與用戶協同創新的關鍵因素。……