【摘要】 专业虚拟社区已经成为个人以及企业进行知识共享的重要平台，社区需要辅助贡献者了解用户对创意价值评价的影响因素，但至今相关研究缺乏。因此，针对“哪些因素会影响用户对创意感知价值的评判”，基于信息采纳模型，将在线反馈行为区分为知识性反馈行为与社会性反馈行为两类反馈行为后共同纳入模型之中，并引入文本逻辑作为新的结构变量，爬取思否问答社区的用户数据，通过Tobit回归模型进行实证分析。结果显示，两类在线反馈行为、文本逻辑和贡献者社区参与均对创意感知价值有显著正向影响。其中，社会性反馈的影响程度高于知识性反馈，但知识性反馈的调节作用更稳定；清晰且有条理的文本逻辑显著正向影响创意感知价值；同一问题下的创意贡献数对创意贡献感知价值持续呈现显著负向影响，“粉丝”数和内容丰富度对创意感知价值具有显著正向影响。据此，为社区管理者在提供参考创意回答框架、可选择的创意贡献者身份特征展示以及引导营造评论区知识交流氛围等方面提出建议。更多还原

【Abstract】 Professional virtual community has become an important platform for individuals and enterprises to share knowledge. The community needs auxiliary contributors to understand the influencing factors of users’ evaluation of creative value, but relevant studies are lacking so far. Therefore, in view of "what factors will affect the users’ judgment of the perceived value of creativity", based on the information adoption model, online feedback behavior is divided into knowledge feedback and social feedback, and the textual logic is introduced as a new structural variable, this paper selects the "Segment Fault" as research object, and adopts Tobit regression model to perform empirical analysis. The results show that two types of online feedback behaviors, textual logic, and contributor’s community engagement all have significant positive effects on perceived value. Among them, social feedback has a higher impact than knowledge feedback, but knowledge feedback has a more stable moderating effect; clear and organized text logic significantly and positively affects the perceived value of the idea; and the number of creative contributions under the same question continues shows a significant negative impact on the perceived value of creative contribution, while the number of fans and content richness have a significant positive impact on the creative perceived value. Accordingly, suggestions are put forward for community managers in providing the reference creative answer framework and the selection of creative contributors, and guiding the evaluation to create the atmosphere of knowledge exchange in the theory area.更多还原