以区块链技术为基础的通证激励机制在虚拟知识社区的实践，重新定义了社区内容生态和经济模型。本文基于自我决定理论和知识结构理论，使用Steemit社区用户行为面板数据探讨用户知识结构对区块链虚拟知识社区激励机制有效性的影响。层次回归实证检验结果显示：经济激励、股份激励和社区治理权激励均能对用户的知识贡献产生显著的正向影响；知识结构（知识广度和知识深度）也能促进用户的知识贡献质量水平；知识结构在经济激励与知识贡献质量之间起负向的调节作用，在股份激励和社区治理权激励与知识贡献质量之间起正向的调节作用。

The practice of the token incentive mechanism based on blockchain technology in the virtual knowledge community redefines the community content ecology and economic model. Based on self-determination theory and knowledge structure theory, this paper discusses the impact of users' knowledge structure on the effectiveness of the incentive mechanism of blockchain-based virtual knowledge community based on the panel data of users' behavior in the Steemit community. Hierarchical regression empirical test results show that economic incentives, stock incentives and community governance rights incentives can have a significant positive impact on users' knowledge contribution; the knowledge structure (breadth and depth of knowledge) can also promote the quality level of users' knowledge contribution; knowledge structure plays a negative moderating role between economic incentives and the quality of knowledge contribution, and a positive moderating role between stock incentives and community governance rights incentives and the quality of knowledge contribution.

C93;G301

国家自然科学基金资助项目“区块链自治组织投票垄断分析及其动态治理机制研究——基于社会计算方法”(72171089)。