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| Research on Peer Effects of Knowledge Contribution Behavior on Answerers in Zhihu Q&A Community |
| Chen Xiaohui, Hu Ping, Zhou Yicen |
| School of Management, Xi an Jiaotong University, Xi an 710049 |
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Abstract The emergence of Q&A community has transformed the original Q&A mode and expanded the means of knowledge acquisition. As the main contributor of knowledge, answerers are the core elements to promote knowledge transfer in Q&A communities. The existing research on Q&A community users is generally based on users attribute data with much less consideration for the network relationship data. This study considers the Chinese Q&A community “Zhihu” as the research object and crawls large-scale data under the two topics of “Pop Music” and “English Learning”. By constructing answerers following network, we can define and quantify the direct and indirect peer relationships. Moreover, we employ the network auto-regressive model to explore the impact of peer effect on answerers knowledge contribution behavior. It is discovered from this evaluation that even though answerers knowledge contribution behavior is positively influenced by direct and indirect peer effects, the indirect peer effect gradually weakens or even disappears with an increase in the answerers network density. Moreover, the clustering coefficient is observed to exhibit a negative impact on answerers knowledge contribution behavior.
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Received: 27 June 2019
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