社交网站中知识扩散机制及影响因素研究

摘要

Social network is a new type of social media that helps users establish social relations. At present, it has become an important part of internet on knowledge diffusion because of its media properties including actualized social contact, valued relation, circled activity, fast transmission of virus and personalized space. Based on reviewing the concept of knowledge diffusion and studies on its mechanism, the paper analyses the mechanism of knowledge diffusion in social network on the basis of the related theories about social network and complicated network. From three dimensions of network structure, interpersonal relationship and individual cognition, the paper concludes and demonstrates seven influencing factors of knowledge diffusion in social network, that is, network connection, network form, reliability, cooperation, reciprocity, professional ability and values, which provides enlightenment for knowl-edge diffusion and knowledge innovation based on social network, and lays a foundation for further quantitative research on knowledge diffusion in social network.%社交网站是帮助用户建立社交关系的一种新型社交媒体，由于具有社交真实化、关系价值化、活动圈子化、传播病毒化、空间个性化等媒体特性，它目前成为了互联网上一个重要的知识扩散互联网。本文在对知识扩散概念理解，以及对知识扩散机制研究进行综述的基础上，基于社交网络和复杂网络的相关理论对社交网站中知识扩散的机制进行了分析，并从网络结构、人际关系、个体认知三个维度归纳和论证了影响社交网站中知识扩散的七个因素，分别是网络连结、网络形态、信任、合作、互惠、专业能力、价值观念，这对于基于社交网站媒介的知识传播和知识创新应用具有很好的指导，也为通过进一步量化研究社交网站的知识扩散打下了基础。