【目的/意義】在線健康社區方興未艾,但也面臨著諸多信息服務質量問題。旨在找到影響社區平臺與用戶演化博弈的關鍵因素,從而為在線健康社區的信息服務質量優化提供參考,以促進其長遠有序發展。【方法/過程】運用有限理性與演化博弈的理論和方法,構建了在線健康社區平臺與用戶群體之間的信息服務演化博弈模型,并對在線健康社區提供優質或普通信息服務、用戶使用與否的演化博弈進行求解。【結果/結論】研究表明,在線健康社區提供優質信息服務需要付出的額外成本、提供優質信息服務的收益和提供普通信息服務的收益、用戶獲取服務的成本,以及用戶使用服務的收益是影響社區平臺與用戶演化博弈的關鍵因素。基于演化博弈的分析,進一步提出在線健康社區信息服務質量優化、運營管理實踐的建議和對策。

【Purpose/significance】Online healthy community is now in the ascendant, but it also faces a lot of service quali-ty problems. The purpose of this paper is to identify the key factors that affect the evolutionary game between OHC and us-ers, so as to provide suggestions for information service quality optimization and sustainable development of OHC.【Method/process】The paper establishes the evolutionary game model of information service between OHC and users based on theview of evolutionary game theory, and the dynamic evolutionary procedure is analysed.【Result/conclusion】Key factors thataffect the model evolution are examined, including additional cost paid to high quality information service by OHC, benefitsand profits gained from high and low quality information service by OHC, usage cost of information service by users and ac-tual service value of users. Moreover, suggestions are proposed for internet health information service quality optimizationand management practice of OHC.