Abstract: 　Based on the ECM-ISC and social cognitive theory, integrating flow experience and use and satisfaction theory，this paper constructs a theoretical model of users' continuance intention in knowledge Q&A community. 488 valid questionnaires were collected from Zhihu, and the PLS-SEM was used to analyze the influencing factors and hypotheses of users' continuance intention in knowledge Q&A community. The empirical results show that (1) self-efficacy, satisfaction, perceived openness and perceived usefulness have direct significan positive effects on users' continuance intention; (2) expectation confirmation, perceived interaction and sense of belonging have significant indirect effects on users' continuance intention; (3) flow experience has no significant direct positive effect on users' continuance intention, but it indirectly affects users' continuance intention and directly positive affects expectation confirmation by expectation confirmation, perceived usefulness and satisfaction influencing. (4) IPMA analysis shows that self-efficacy has the greatest effect on users' continuance intention in knowledge Q&A community, followed by satisfaction, perceived openness and perceived usefulness, expectation confirmation, perceived interaction, flow experience and sense of belongingness. The results of this study suggest that community managers should pay attention to and improve the indicators of satisfaction, and continue to maintain self-efficacy and perceived openness indicators on the development of the platform.

Key words: Knowledge Q&A Communities, Perceived openness, Satisfaction, Users' continuance intention, IPMA, Social cognitive theory, Flow experience