CAJ | 학술논문

兼具社交性与媒体性的问答型网站知乎网，在近两年内迅速崛起并形成了强大的社会影响力，其核心要素在于成功地激励了知乎网用户进行内容贡献。本文基于TRA、TPB、社会资本理论等学说，以知乎网的实际运行生态为背景进行实证观察，具体分析共同愿景、存在感、知识共享意愿等激励知乎网用户贡献的构成要素。知乎社区中，“用户”的主要角色由信息接收终端转变为信息的生产者或信息的传播枢纽；极少数的意见领袖在生产内容、传播信息方面发挥着不可小觑的影响力。把握18~35岁的主体用户的需求，处理好大V用户和草根用户之间、用户数量和用户质量之间的矛盾，有助于激励知乎网用户进行持续性贡献。
겸구사교성여매체성적문답형망참지호망，재근량년내신속굴기병형성료강대적사회영향력，기핵심요소재우성공지격려료지호망용호진행내용공헌。본문기우TRA、TPB、사회자본이론등학설，이지호망적실제운행생태위배경진행실증관찰，구체분석공동원경、존재감、지식공향의원등격려지호망용호공헌적구성요소。지호사구중，“용호”적주요각색유신식접수종단전변위신식적생산자혹신식적전파추뉴；겁소수적의견령수재생산내용、전파신식방면발휘착불가소처적영향력。파악18~35세적주체용호적수구，처리호대V용호화초근용호지간、용호수량화용호질량지간적모순，유조우격려지호망용호진행지속성공헌。
With sociability and media sex, riding the wave of the rapid development of social media, Zhihu. com has made a great difference to society in recent 2 years. The key to Zhihu' success lies on encouraging users to contribute contents successfully . Based on the theories such as TRA,TPB as well as social capital and the actual condition of Zhihu,it conducts an empirical study, analysing the incentive factors of user contribution intention on Zhihu such as Shared vision,Sense of existing and Knowledge-sharing willingness in detail. In Zhihu community, the main part of User has transformed from the receiving terminal of information into the producer or the junction of information;a few opinion leaders have a great impact on contents production and informtion transmission. Grasp the need of principal users at the age of around 18~35, and deal with the contradiction between opinion leaders and grass roots as well as between users' quantity and users' quality well,which is help to encourage Zhihu users contributing con-stantly.