在线知识社区贡献者身份对内容质量的影响研究

目的/意义]内容质量对于在线知识社区至关重要，研究贡献者身份对用户内容质量感知的影响关系，可有效提升社区价值并为社区管理提供参考。方法/过程]基于在线社区用户身份交流理论和内容质量感知的双过程理论，提出相关研究假设和理论模型，并基于实验素材选取、用户调查和统计分析，探索其影响机理。结果/结论]单因素方差分析结果表明：贡献者身份的专业认证程度对用户感知内容质量没有显著影响；贡献者专业身份标识等级对内容质量感知有显著影响，平均标识等级越高，用户感知内容质量越高。

Impact of Contributors' Identities on Content Quality in Online Knowledge Communities

Purpose/Significance]The content quality is critically important to online knowledge communities.Studying the relationship between contributors' identities and users' perception of content quality can effectively enhance core value and provide reference for management of communities.Method/Process]Based on identity communication theory of online community users and two-process theory of content quality perception,we put forward relevant hypothesis and theoretical model,and explored its influence mechanism based on the selection of experimental materials,user survey and statistical analysis.Results/Conclusion]The results of ANOVA showed that professional authentication degree of contributors' identities had no significant effect on perceived content quality;contributors' professional identity levels had significant effect on perceived content quality.The higher the average identity level was,the higher perceived content quality would be.