Abstract：Based on the social exchange theory and convergence theory, this study constructs the interaction among the knowledge disseminators’ network reputation, the similarity of disseminators’ actions and the knowledge dissemination performance in Q&A platform. The regression analysis of the simultaneous equations model with hysteresis term is used to analyze the above relationships, so as to find the impact mechanism of knowledge dissemination in Q&A community. The results show that: knowledge disseminators’ network reputation and knowledge dissemination effect have a positive impact on each other. The similarity of disseminators’ actions has a positive impact on their network reputation. The knowledge dissemination environment has a positive impact on knowledge dissemination performance, so does the richness of knowledge content . Under the specific topic, the richness of knowledge content negatively moderates the influence of knowledge disseminators’ network reputation on the effect of knowledge dissemination performance.
