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| The Influence Mechanism of Virtual Community Incentives on Users’ Knowledge Contribution Tendency |
| ZHANG Hongchao，WANG Qian，RONG Zhe |
| 1.Chongqing University of Posts and Telecommunications, Chongqing, China; 2.Sun Yat-sen University, Guangzhou, China; 3.Guangzhou University, Guangzhou, China |
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Abstract Based on SOR theory and the hidden Markov model, the knowledge contribution behavior data and incentive data of Mafengwo tourism virtual community were used to explore how extrinsic incentives affect the knowledge contribution behavior of users through their knowledge contribution tendency. The research findings indicate the following results. First, users have three hidden knowledge contribution tendencies, namely, silence tendency, participation tendency, and positive tendency. Second, when the users have the same tendency, the earlier make an answer to the question, the richer the travel experience, and the more the cumulative contribution, the more the user knowledge contribution. Third, only when the motivation matches the users’ dynamic knowledge contribution tendency, the incentive effect is positive.
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Received: 19 October 2022
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