关键词: 认知&mdash, 情感&mdash, 意向&mdash, 行为, 社会交换理论, 持续知识贡献, 问答类社区, 理论模型

Abstract: As a kind of virtual community of Social Network Sites (SNS) aiming to share knowledge,the biggest challenge of Community Question Answering (CQA) is whether users are willing to answer questions and contribute knowledge continuously.Based on “cognition-affection-intention-action” framework and social exchange theory,a research model of users'continuous knowledge contribution behavior in CQA was established.Empirical study was carried out on users who had experience of answering questions through Structural Equation Model (SEM).Results showed that the continuous knowledge contribution behavior of users in CQA was a continuous process,which followed the steps of cognition-affection-intention-action.The relationship between continuous knowledge contribution intention and behavior was obviously moderated by the habit of answering questions.The research result extended user behavior research literature of virtual community,and had significant implications for sustained development of CQA.

Key words: cognition-affection-intention-action, social exchange theory, continuous knowledge contribution, community question answering, research model