基于互联网的知识获取行为动力模型及实证分析

摘要

MOA model is composed of three core constructs: motivation (M), opportunities (O), and Ability (A). Motivation is the direct cause of the behavior;opportunity and ability play a regulatory role in this process. Through model construction and empirical analy-sis, this paper has validated the active ingredients in MOA model of knowledge seeking behavior:the motivation part includes cognitive in-terests and self-enlightenment;ability part includes knowledge-needs codification and knowledge-query control;and opportunity part in-cludes perceived ease of use, and perceived economic of use.%　　MOA模型由动机(Motivation)、机会(Opportunity)、能力(Ability)三个核心构念组成，动机是导致行为发生的直接原因，而机会和能力则对这一过程产生调节作用。通过模型构建和实证分析，验证了知识获取行为动力的MOA模型中的有效成分：动机部分，包括认知兴趣、自我提升；能力部分，包括知识需求的编码、知识查询过程的控制；机会部分，包括感知的易用性和感知的经济性。