[目的/意義]用戶知識貢獻已成為虛擬社區存在和發展的重要決定性因素。研究用戶知識貢獻動機可以準確把握用戶行為的心智模式,對于引導用戶貢獻知識,促進虛擬社區發展和知識傳播具有重要意義。[方法/過程]通過采集開放性文本數據,借助質性分析工具Nvivo11識別用戶知識貢獻的心理動機。[結果/結論]識別出包括7個樹狀節點、15個自由節點在內的用戶知識貢獻心理動機,其中樹狀節點包括內在動機(情感性內在動機和認知性內在動機)、社會動機(情感性社會動機和認知性社會動機)和情境因素。

[Purpose/significance] Users’ knowledge contribution has become an important determinant for the existence and development of virtual communities. Exploring the motivation of users’ knowledge contribution can help accurately understand the mental model of user behavior,which is of great significance for guiding users to contribute knowledge,and promoting the development of virtual communities and the knowledge dissemination. [Method/process]This paper recognizes psychological motivation of users’ knowledge contribution by collecting open text data,and using the qualitative analysis tool Nvivo11. [Result/conclusion]The psychological motivations of users ’ knowledge contribution are identified,consisting of seven tree nodes and fifteen free nodes. And the tree nodes include the intrinsic motivation( affective intrinsic motivation and cognitive intrinsic motivation),the social motivation( affective social motivation and cognitive social motivation),and the situational factor.