基于劝导式设计的APP粘性行为机制研究

发布时间：2018-03-09 16:45

本文选题：互联网产品　切入点：粘性行为　出处：《江南大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着智能移动设备的普及和网络技术的发达,移动应用逐步地扩展到了人们生活中的方方面面,粘性由于其重要的战略和竞争意义受到互联网行业的普遍关注。但由于粘性对于不同产品表现出不同的存在形式,以及行业内培养用户粘性实践的特点,事实上“粘性行为”这一概念一直没有一个清晰的定义和形成机制上的解释。关于粘性的本质和形成机制的探索,可以帮助相关从业人与更好地理解如何看待用户的粘性,然后更进一步的通过有效的方式培养用户的粘性,因此这一概念的研究对于互联网的相关实践具有重要的指导和创新意义。本文首先全面了解了关于用户粘性的研究结论,总结了粘性目前的定义、影响因素、评估方式和提升策略等方面的内容,分析了现有研究的不足。通过文献研究,首先确定了粘性其本质形态是用户的一种具有特定特征的行为,因此基于理论指导实践的研究规划,本次研究引入了针对行为进行设计的劝导式设计理论作为粘性行为的基本指导,提出了粘性行为形成过程中的触发点、动机和能力三个要素类型。接着通过定性调研和分析的方法,从众多的移动应用用户中获取了粘性行为的影响要素,并通过定量分析验证了要素的合理性和全面性。在此基础上进行了先后三次的卡片分类研究,基于相关的理论和概念模型建立了粘性行为形成机制,将粘性形成的过程定义为意图、采纳、发展和形成四个主要阶段,并展现了相关要素在每个阶段的作用和演变。之后通过对粘性行为过程汇总的规律的总结与推导,分析了利用粘性行为形成机制对产品经性质量评测和策略创新时的重要原则。最后结合产品属性论证了粘性行为在移动应用对生活方式的转变中有着至关重要的选择性意义。最后,通过工作坊的形式验证了粘性行为形成机制理论模在产品的粘性分析和粘性提升策略创新中的指导性意义,工作坊产出了三款应用的粘性行为评测结果,并针对其中两个产品提出了多个粘性提升方案。最后对全文进行了总结与反思,提出了这一理论未来的发展方向。
[Abstract]:With the popularity of intelligent mobile devices and the development of network technology, mobile applications have gradually expanded to every aspect of people's lives. Stickiness is generally concerned by the Internet industry because of its important strategic and competitive significance. However, stickiness shows different forms of existence for different products, as well as the characteristics of cultivating user stickiness in the industry. In fact, the concept of "viscous behavior" has not been clearly defined and explained in terms of the mechanism of formation. The exploration of the nature and formation mechanism of viscosity can help the relevant practitioners and better understand how to view the user's stickiness. Then further through the effective way to cultivate user stickiness, so the research of this concept has important guidance and innovation significance for the relevant practice of the Internet. Firstly, this paper has a comprehensive understanding of the research conclusions on user stickiness. This paper summarizes the current definition of viscosity, influencing factors, evaluation methods and promotion strategies, and analyzes the shortcomings of existing research. Firstly, it is determined that the intrinsic form of stickiness is a kind of behavior of the user with specific characteristics, so the research planning based on the theory guiding the practice, In this study, the theory of persuasive design for behavior design is introduced as the basic guidance of viscous behavior, and the trigger point in the formation of viscous behavior is proposed. Then through qualitative research and analysis, we get the influence factors of viscous behavior from a large number of mobile application users. The rationality and comprehensiveness of the elements are verified by quantitative analysis. On this basis, three successive card sorting studies are carried out, and the formation mechanism of viscous behavior is established based on the relevant theories and conceptual models. The process of viscous formation is defined as the four main stages of intention, adoption, development and formation, and shows the role and evolution of relevant elements in each stage. This paper analyzes the important principles of making use of the mechanism of viscous behavior in evaluating the quality of products and innovating their strategies. Finally, combining with the properties of products, it is demonstrated that viscous behavior plays an important role in the transformation of lifestyle in mobile applications. Selective meaning. Finally, The form of the workshop verifies the guiding significance of the theoretical model of the viscous behavior formation mechanism in the viscosity analysis of the product and the innovation of the viscosity promotion strategy. The workshop produces the evaluation results of the viscous behavior of the three applications. Several viscous lifting schemes are proposed for two of the products. Finally, the paper summarizes and reflects on the whole paper, and puts forward the future development direction of this theory.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TP311.56

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