Abstract: knowledge sharing is an important way for virtual community users to learn from each other and spread knowledge. Considering the incentive function of virtual community to participate in user’s knowledge sharing behavior, this paper introduces reward and opportunity costas well as knowledge sharing income factor,and constructs the evolutionary game payment matrix of virtual community knowledge sharing, which takes into account the influencing factors of platform. The evolutionary equilibrium solutionis obtained. Throughthe introduction of Xiaomi community case, the influence of simulation platform on user knowledge sharing incentive, opportunity cost, profit allocation coefficient and participation user sharing degree on user knowledge sharing behavior will be affected by simulation platform. The research finds that virtual communities participate in users. The willingness to share is more sensitive to the change of profit coefficient of new knowledge, and the opportunity cost caused by platform reward and non-sharing knowledge has a great influence on the user’s willingness to share knowledge. At the same time, different participating users have different goals for knowledge sharing because of their different level of knowledge, which will affect their choice of knowledge sharing strategy.

Key words: virtual community, platform impact, knowledge sharing, evolutionary game1

摘要： 知识共享是虚拟社区用户学习和传播知识的重要途径。本文考虑到虚拟社区平台对参与用户知识共享行为的激励作用,引入平台的奖励和不分享知识所产生的机会成本,以及知识共享收益因素,构建考虑虚拟社区平台影响因素的虚拟社区知识共享演化博弈支付矩阵,并求得演化均衡解。通过小米社区的案例引入,仿真模拟平台对用户知识共享的奖励、机会成本、收益分配系数以及参与用户共享程度等因素对参与用户知识共享行为意愿的影响。研究发现:虚拟社区参与用户的知识共享意愿对因为知识共享所产生新知识的收益系数变化较为敏感;平台的奖励以及不分享知识所产生的机会成本对用户知识共享意愿影响巨大;同时,不同参与用户因为知识水平层次不同,参与知识共享的目的也不相同,这会影响到他们的知识共享策略选择。

关键词: 虚拟社区, 知识共享, 平台影响, 演化博弈