Abstract: As a new type of knowledge production, the impact of open source has become more and more prominent on the practice field. In this paper, we focus on the open content production, which is one type of open source knowledge production, to explore the relationship between incentive constitutions and knowledge contributors. Based on a deep analysis of baidu’s open content platforms, which are very successful in China, we explain how incentive constitutions influent the contributor’s knowledge sharing behavior. Results show that the shared cultural of internet is not a sufficient exploration for internet user’s knowledge contribution behavior. The incentive constitution plays an important role in promoting netizen’s knowledge contributions. And also, we explain how collective actions, trust and reciprocal, adverse selection and lemon market, which are barriers in traditional knowledge sharing, area are overcomed in these platforms.