Purpose

Understanding health experts' online free knowledge contribution behavior is vital for promoting health knowledge and improving health literacy. This study focuses on the spillover effects of different monetary incentive levels on health experts' free knowledge contribution behavior.

Design/methodology/approach

In 2016, Zhihu Live and Zhi Hu were launched as two types of paid knowledge products on Zhihu.com, a hybrid knowledge exchange platform. Focusing on the policy impact of launching Zhihu Live and Zhi Hu, this study uses the difference-in-differences model to analyze the heterogeneous spillover effects of high-yield and low-yield monetary incentives on health experts' free knowledge contribution behavior.

Findings

In the short term, the high-yield monetary incentive has positive spillover effects on the quantity and quality of free knowledge contribution while the low-yield monetary incentive generates opposite effects. In the long term, the effects of the high-yield monetary incentive remain significantly positive. The effect of the low-yield monetary incentive on the quantity of free knowledge contribution remains significantly negative, but its effect on the quality of free knowledge contribution is not significant.

Originality/value

This study combines theories of reciprocity and resource limitation to study the spillover effects of different monetary incentive levels on health experts' online behavior. The short-term and long-term effects of different monetary incentive levels on health experts' online behavior are also explored.

中文翻译：

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不同货币激励水平对健康专家免费知识贡献行为的溢出效应

目的

了解健康专家在线免费知识贡献行为，对于推广健康知识、提高健康素养至关重要。本研究侧重于不同货币激励水平对健康专家免费知识贡献行为的溢出效应。

设计/方法/方法

2016年，知乎直播和知乎两种付费知识产品在知乎混合知识交流平台上线。本研究针对推出知乎直播和知乎的政策影响，采用差异中的差异模型分析高收益和低收益货币激励对健康专家免费知识贡献行为的异质溢出效应。

发现

短期内，高收益的货币激励对免费知识贡献的数量和质量具有正向溢出效应，而低收益的货币激励则产生相反的效果。长期来看，高收益货币激励的效果仍然显着为正。低收益货币激励对免费知识贡献数量的影响仍然显着为负，但对免费知识贡献质量的影响不显着。

原创性/价值

本研究结合互惠理论和资源限制理论，研究不同货币激励水平对健康专家在线行为的溢出效应。还探讨了不同货币激励水平对健康专家在线行为的短期和长期影响。