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| Research on Questioning Strategy and Matching Strategy to Improve Users’ Effort of Answering in Online Q&A Community |
| MA Ling，QIU Shuyi，LI Jia |
| East China University of Science and Technology, Shanghai, China |
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Abstract Based on social influence theory and construal level theory, improving users’ effort of answering in online Q&A community is regarded as a persuasive question. This study analyzes the influence of persuasion effect of internalization and identification mechanism on answerers’ effort, and discusses the moderating effect of answerers’ perceived social distance. By using the data of 4 165 answers obtained from “Zhihu” in October 2021, the econometric model is used for empirical test. Results show that sentimental polarity of questions, clarity of questions and questioners’ reputation enhance answerers’ effort, while there is an inverted U-shaped relationship between argumentation structure of questions and answerers’ effort. The closer the social distance is, the more positive the impact on clarity of questions and questioners’ reputation to answerers’ effort is, and the more significant the inverted U-shaped relationship between argumentation structure of questions and answerers’ effort is.
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Received: 09 May 2022
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