[目的/意义]专业虚拟社区是专业知识共享与创造的重要平台，促使潜水者转变为知识贡献者，促进用户 持续参与，降低用户流失率，是社区持续发展的关键。[方法/过程]本文基于社会学习理论，探讨了观察学习和强 化学习两种社会学习过程在初始、持续参与阶段分别对潜水者、贡献者知识贡献行为的影响机制，构建了从环境 刺激（观察学习、强化学习）、机体认知（自我效能、结果预期）到行为反应（初始贡献、持续贡献）的理论模型。[结 果/结论]基于人大经济论坛数据采集的实证分析有如下发现：初始参与阶段，观察学习对潜水者的机体认知有重 要影响，且通过自我效能、结果预期间接影响初始知识贡献行为；持续参与阶段，观察学习对贡献者的机体认知影 响效应明显降低，仅通过结果预期间接影响用户持续知识贡献行为；贡献者的强化学习是影响机体认知的核心驱 动力，还能通过自我效能与结果预期的中介作用部分影响用户持续知识贡献行为；相比结果预期，自我效能对贡 献者持续知识贡献行为的影响效应更为显著。

 [Purpose/significance] Professional virtual communities are important platform for sharing and creation of subject knowledge. It is essential to sustainable development for communities to make lurkers change into contributors, improve continuous participation and reduce the loss rate of users. [Method/process] Based on the theory of social learning, this paper discusses the influence of two social learning processes, observation learning and reinforcement learning, on knowledge contribution behavior of lurkers and contributors in initial and continuous participation stages respectively, and forms theoretical model from environment stimulation (observational learning, reinforcement learning), organism cognition

(sel-fefficacy, outcome expectation) to behavior response (initial contribution, continuous con? tribution) . [Result/conclusion] Empirical analysis based on the data collection from bbs.pinggu shows that: in the stage of initial participation, observation learning has an important impact on lurkers’organism cognition, and indirectly affects the initial knowledge contribution behavior through self-efficacy and outcome expectation; in the stage of continuous participation, the effect of observational learning on organism cognition of contributors is significantly reduced, only has indirect impact on contribution behavior through outcome expectation, and it can also partly influence continuous knowledge contribution through the mediating effect of self-efficacy and outcome expectation; compared with out? come expectation, self-efficacy has a stronger influence on continuous knowledge contribution for contributors.