在线知识社区中社会网络结构对用户创意质量的影响研究

The Influence of Social Network Structure on Idea Quality in Online Knowledge Community

摘要:

高质量创意是在线知识社区发展的不竭动力。本研究基于创意在形成和传播两阶段的不同特征，区分了创意的客观质量和主观质量，并认为这两种质量的影响机制会有所不同。进而基于社会网络理论，发现了社区用户社会网络结构对于个人创意的客观和主观质量存在影响效应。利用知乎平台的用户数据，对比研究了用户的出度中心性、入度中心性、强关系三个网络结构变量对于创意客观质量、主观质量的影响，同时考虑了用户的社区地位对以上关系的调节作用。结果发现，对于在线知识社区中的用户来说，为提高创意客观质量，需要一个高出度中心性、高强关系水平的社会网络结构；为提高创意主观质量，则需要一个高入度中心性、低强关系水平的社会网络结构。同时，社区地位加强用户的出度中心性对创意客观质量的积极影响、加强用户的入度中心性对创意主观质量的积极影响。社区地位削弱用户的强关系对创意客观质量的积极影响，但加强用户的强关系对创意主观质量的消极影响。

Abstract:

High quality ideas are the inexhaustible driving force for the development of online knowledge community. Therefore, the question of how high-quality ideas are produced needs to be paid attention to. But it is not clear whether and how social network structure has effects on community members’ idea quality. This research address this oversight and further distinguish the objective idea quality and subjective idea quality. Using the user data of Zhihu and text analysis, this paper comparatively tested the different effects of strong ties and indegree centrality on objective idea quality and subjective idea quality. At the same time, the moderating effect of user"s community status on the above relationship was also explored in this research.A member"s outdegree centrality positively affects his or her objective idea quality; a member"s indegree centrality positively affects his or her subjective idea quality. Strong ties promotes a member"s objective idea quality, but on the contrary, inhibits the subjective idea quality. Community status significantly strengthens the positive relation between outdegree centrality and the objective idea quality, and also strengthens the positive relation between indegree centrality and the subjective idea quality. Community status significantly weakens the positive relation between strong ties and the objective idea quality, but strengthens the negative relation between strong ties and the subjective idea quality.