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论文编号：	11948
作者编号：	2120172885
上传时间：	2020/9/15 20:44:02
中文题目：	网络游戏用户知识交流与分享行为影响因素研究
英文题目：	Research on the influence factors of online game users'' knowledge communication and sharing behavior
指导老师：	李颖
中文关键字：	知识交流与分享；网络游戏；HOOK 模型；持续分享行为
英文关键字：	Knowledge Sharing; Online Games; Hooked Model; Continuous Sharing Behavior
中文摘要：	网络游戏产业是具有良好市场经济前景的新兴技术产业，是我国鼓励推进的创意文化旅游产业的一部分。近年来，网络游戏行业高速发展，网络游戏产业的快速发展也引起了广泛的关注。国内外学者已经使用社会学和心理学等多学科知识来研究网络游戏产品的使用意愿，但是关于游戏用户知识交流与共享行为的研究还较少。因此，本文旨在分析在线游戏中用户之间知识交流与分享的影响机制，丰富网络游戏领域、知识管理领域的理论研究。 本文通过半结构化访谈、问卷调查、数理统计的研究方法，借鉴HOOK模型、成就动机理论、马斯洛需求层次理论期望报酬理论和情感投资模型，构建了网络游戏用户知识交流与分享模型，研究在触发、行动、多变的酬赏和再投入四个阶段对玩家在游戏中进行知识交流与分享的影响因素。经过克朗巴哈α系数检验、KMO值、巴特利特球形检验和初步的-探索性因子分析，验证模型的信度和效度后，对假设进行检验，建立结构方程模型。 本研究发现在“HOOK模型”的内部触发阶段，利他主义、社交需要、知识势差对知识分享意愿具有显著正向影响；在外部触发阶段，游戏的合作性、外部引发对知识分享意愿具有显著正向影响；在行动阶段，知识分享意愿对知识分享行为具有显著正向影响，知识分享行为对持续知识分享行为具有显著正向影响；在多变的酬赏阶段，期望报酬显著正向影响持续知识分享行为；在投入阶段，玩家的“已投入”显著正向影响持续知识分享行为。对网络游戏用户来说，游戏用户在游戏内进行知识交流与分享行为，能有效促进玩家团队技能水平，增大游戏中获胜的几率，但也提高了游戏的可玩性，提升用户体验，有利于游戏内部学习、良性竞争的生态。同时，在网络游戏中进行知识分享属于社交活动，能增加用户的情感交流，减少孤独感，增加愉悦感和自信心。本研究分析这四个阶段中知识分享行为的影响因素，有利于规范网络游戏中的用户行为，优化游戏用户知识分享的频次，建立更流畅的分享路径，增加用户产品使用粘性，增加互联网游戏产品的体验感，更好地应用与游戏产品的开发与游戏产业发展。
英文摘要：	The online game industry is an emerging technology industry with good market economic prospects, and it is part of the creative cultural tourism industry that China encourages and promotes. In recent years, the rapid development of the online game industry, the rapid development of the online game industry has also attracted widespread attention. Scholars at home and abroad have used multidisciplinary knowledge such as sociology and psychology to study the willingness to use online game products, but there is less research on the knowledge exchange and sharing behavior of game users. Therefore, the purpose of this paper is to analyze the influence mechanism of knowledge exchange and sharing between users in online games, and enrich the theoretical research in the field of online games and knowledge management. Through the research methods of semi-structured interview, questionnaire survey and mathematical statistics, using the HOOK model, achievement motivation theory, Maslow demand level theory theory of expectation compensation and emotional investment model, this paper constructs the model of knowledge exchange and sharing of users of online games, and studies the influence factors of knowledge exchange and sharing on players in the four stages of trigger, action, changeable reward and re-investment. After verifying the reliability and validity of the model, the hypothesis is tested and the structural equation model is established after the Kronbach alpha coefficient test, KMO value, Bartlett spherical test and preliminary-exploratic factor analysis. In the internal trigger stage of the "HOOK model", the study found that altruism, social needs and poor knowledge have a significant positive influence on the willingness to share knowledge, in the external trigger stage, the cooperative and external triggering of the game had a significant positive influence on the willingness to share knowledge, in the action stage, the willingness to share knowledge has a significant positive influence on the knowledge-sharing behavior, and in the changing reward stage, the positive positive influence on the reward behavior. During the input phase, the player's "invested" significantly positively influences the ongoing knowledge-sharing behavior. For online game users, game users in-game knowledge exchange and sharing behavior, can effectively promote the skill level of the player team, increase the chances of winning the game, but also improve the playability of the game, improve the user experience, conducive to the game internal learning, healthy competition ecology. At the same time, knowledge sharing in online games is a social activity, can increase the user's emotional communication, reduce loneliness, increase the sense of pleasure and self-confidence. This study analyzes the influence factors of knowledge sharing behavior in these four stages, which is conducive to regulating user behavior in online games, optimizing the frequency of game user knowledge sharing, establishing a more fluid sharing path, increasing the viscous use of user products, increasing the experience of Internet game products, and developing the development of the game industry with better application and game products.
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