【摘要】 学习型网络社区作为以分享知识为主要目的平台,其中用户的参与行为与其他网络社区有所差异。基于行为经济学中心理账户理论,结合结构方程模型分析用户参与行为的影响因素,并基于人工系统的社会计算建模方法构建仿真模型,在NETLOGO仿真平台中进行对比分析,探索总结其演化规律。研究得到学习型社区中用户的心理账户包括"获得知识","学习兴趣","归属感",以及"时间"账户。根据仿真实验对比,为学习型社区的管理者改进社区管理、提高用户黏度提供决策依据。更多还原

【Abstract】 As the Learning-Oriented network platform aims to share knowledge, its users’ behavior is different from that of othernetwork communities. Based on the Mental Accounting Theory,affectingfactors of the users’ behavior is analyzed with Structural Equation Model.The simulation model using social computing method is established. This paper makes the comparative analysis on the NETLOGO simulation platform to explore and summarize the rules of users’ behavior. The final mental accounts including "Gaining Knowledge", "Learning Interest", "Sense of Belonging", and "Time". According to the conclusions and experiments, Thispaper provides the basis ofdecision making for themanagers of Learning-Oriented network community to improve users’ vitality.更多还原