基于CUBI用户体验模型的网络消费商业模式创新与应用

发布时间：2018-05-12 23:10

本文选题：CUBI用户体验模型 + 网络消费商业模式　；参考：《湖南大学》2016年博士论文

【摘要】：CUBI用户体验模型是由内容(Content)、用户目标(User Goals)、商业目标(Business Goals)、交互(Interaction)四部分组件构成。该模型认为有效的体验设计不仅仅是一个漂亮的界面或出色的交互,还需要结合考虑用户目标与商业目标。在当今体验经济时代,商业模式尤其是网络消费商业模式创新日益受到多元化的创新驱动因素影响。而用户体验驱动创新专注于对网络消费者当前和未来需求更深入的理解,并由此发展和优化产品与服务给消费者和企业带来持续和独特的价值。因此,它是网络消费商业模式创新的关键驱动因素。数据驱动创新通过采集和分析客户消费行为数据、商业运营和业绩类数据能够发现客户潜在需求和企业自身问题,有助于推动用户体验驱动创新方式的实施。目前设计领域对于网络消费商业模式创新的研究与实践均处于初期探索阶段,本文基于CUBI用户体验模型构建以用户体验驱动网络消费商业模式创新的系统性理论框架和指标模型,用于指导和评价网络消费商业模式创新。本文的选题源于网络消费商业模式创新设计研究与实践中面临的两个基本问题:第一,网络消费商业模式的内容结构模型是什么?第二,网络消费商业模式的数据指标模型是什么?第一个问题回答了网络消费商业模式创新的载体和基础,第二个问题阐明了网络消费商业模式创新的评价依据。所以,研究网络消费商业模式的内容结构模型与数据指标模型,对于提升网络消费商业模式创新效率,衡量其有效性具有重要的理论和实践意义。针对上述研究问题,本文首先通过文献与案例研究结合归纳分析法,得出网络消费商业模式的内容组件。并在分析其创新驱动因素的基础上,提出以用户体验为导向的网络消费商业模式内容结构。然后,采用比较分析法总结CUBI用户体验模型与用户体验为导向的网络消费商业模式之间的共性。以此为基础,将CUBI用户体验模型导入以用户体验为导向的网络消费商业模式内容结构,构建了包括商业目标层(Business Goals Layer)、体验需求层(Experience Requirements Layer)、体验行为层(Experience Behaviors Layer)、内容架构层(Content Structure Layer)四个层级的BEEC网络消费商业模式创新模型框架。通过对BEEC网络消费商业模式创新模型框架四个层级开展内容要素与影响因素研究,从用户体验的角度分别构建其度量指标,并运用GQM(概念层(Goal目标)、操作层(Question问题)、数据层(Metric度量))范式对度量指标进行数据分解,探索数据指标的维度和内在关系,构建基于数据指标体系的BEEC网络消费商业模式创新模型。因此,文本的创新点为BEEC网络消费商业模式创新模型框架与基于数据指标体系的BEEC网络消费商业模式创新模型,它们分别提供了网络消费商业模式创新的载体、基础与评价依据。最后,本文将后者应用于商业智能分析产品的设计与开发,通过企业各业务部门对商业智能分析产品的应用实践,比较分析其指导业务决策实施前后的业务数据表现,验证商业智能分析产品及其背后的创新模型对优化企业的产品与服务,最终实现商业模式创新的可行性。具体而言,本文在理论和实践上的创新主要有以下四个方面:第一,在分析大量文献和案例研究的基础上提出了beec网络消费商业模式创新模型框架,用于构建网络消费商业模式的内容结构。本文系统的归纳出用户体验模型发展阶段性的特征,总结出用户体验模型发展主要呈现以用户认知心理学为特征的细分领域研究和以产品信息架构为特征的综合体系研究两种并行的发展轨迹。cubi用户体验模型是在产品信息架构三大饼图基础上发展起来的综合体系研究类的体验模型,它的用户与商业目标组件已经涵盖了网络消费商业模式所有的内容组件要素。因此,cubi用户体验模型比网络消费商业模式的内容系统更加丰富,前者对商业模式外在形式—产品与服务的信息形态与体验规范有更具体的分析与描述。将cubi用户体验模型融入以用户体验为导向的网络消费商业模式的内容结构,构建beec网络消费商业模式创新模型框架,能够为网络消费商业模式创新提供实施载体和理论基础。第二,通过对beec网络消费商业模式创新模型框架各层级的内容要素与影响因素的归纳分析结合文献与案例研究,总结出创新模型的度量指标。本文在文献和案例研究的基础上,分别对beec网络消费商业模式创新模型框架四个层级的内容要素涵义及其影响因素进行归纳分析。并依据内容要素及其影响因素结合用户体验视角,针对各层级总结得出:精确度、真实度、激励度、满意度、接受度、完成度、愉悦度、忠诚度、推荐度、流失度、共情度、契合度、支持度、收益度、效率度、识别度、品牌度、创意度共十八个度量指标,以度量创新模型每个内容要素以用户为中心的程度,并作为网络消费商业模式创新的具体评价依据。第三,基于gqm范式将度量指标进行数据分解,建立数据指标的维度与关系图谱,从而构建基于数据指标体系的beec网络消费商业模式创新模型。本文按照gqm范式的三个呈继承性关系的层级结构,将beec网络消费商业模式创新模型度量指标定义为概念层的度量目标,在操作层将度量指标转化为需要解决的一组问题,在数据层将问题拆解成需要考虑的几个要素,将每个要素分解成几个关键数据指标,从而搭建数据框架。在此基础上,通过研究数据指标的维度类型及其内在关系,构建基于数据指标体系的beec网络消费商业模式创新模型,为商业模式的设计与创新提供数据建议和依据,也为网络消费平台商业智能分析产品的构建与应用提供系统的理论基础。第四,将基于数据指标体系的beec网络消费商业模式创新模型应用于商业智能分析产品的设计与开发,并进行分析实践和数据验证。本文通过设计实践,将基于数据指标体系的BEEC网络消费商业模式创新模型应用于网络消费平台企业商业智能分析产品的信息架构与数据指标体系的设计,并结合可视化的交互界面将企业各业务的数据指标展现出来。企业业务部门人员通过使用该产品,观察数据指标能快速的发现和分析各业务存在的问题,有助于业务决策的制定。通过比较分析决策实施前后的数据指标,来验证和评价业务决策的有效性。因此,BEEC网络消费商业模式创新模型框架给予了网络消费商业模式更加全面系统的创新维度。同时,基于数据指标体系的BEEC网络消费商业模式创新模型则为企业应用于自身的商业智能分析产品,指导和评价网络消费商业模式创新提供了客观和全面的理论基础。
[Abstract]:The CUBI user experience model is composed of content (Content), user goal (User Goals), business objective (Business Goals), and interaction (Interaction) four components. The model believes that effective experience design is not only a beautiful interface or excellent interaction, but also a combination of user goals and business goals. In the era, business models, especially network consumption business model innovation, are increasingly influenced by diversified innovation drivers. User experience driven innovation focuses on a deeper understanding of the current and future needs of Internet consumers, and thus the development and optimization of products and services bring sustained and unique value to consumers and enterprises. It is the key driving factor for the innovation of the network consumption business model. Data driven innovation by collecting and analyzing customer consumption behavior data, business operation and performance data can find the customer's potential needs and enterprise's own problems, and help to promote the implementation of user experience driven innovation. The research and practice of industry model innovation are in the initial stage of exploration. Based on the CUBI user experience model, this paper constructs a systematic theoretical framework and index model to guide and evaluate the innovation of network consumption business model based on user experience, which is used to guide and evaluate the innovation of network consumption business model. The topic of this paper is based on the innovation of network consumption business model. Two basic problems in the study and practice: first, what is the content structure model of the network consumption business model? Second, what is the data index model of the network consumption business model? The first question answers the carrier and foundation of the innovation of the network consumption business model, and the second questions clarify the creation of the network consumption business model. Therefore, it is of great theoretical and practical significance to study the content structure model and the data index model of the network consumption business model. It is of great theoretical and practical significance to improve the efficiency of the network consumption business model innovation and measure its effectiveness. Based on the analysis of its innovation driving factors, the content structure of the user experience oriented network consumption business model is proposed on the basis of the analysis of its innovation driving factors. Then, a comparative analysis is adopted to sum up the commonness between the CUBI user experience model and the user experience oriented network consumer business model. On the basis of this, CUBI The user experience model is introduced into the user experience oriented network consumption business model content structure, and the four hierarchical networks, including the Business Goals Layer, the experience requirement layer (Experience Requirements Layer), the experiential behavior layer (Experience Behaviors Layer), and the internal architecture layer (Content Structure Layer), are constructed. The framework of consumer business model innovation model. Through the study of content elements and influencing factors at four levels of BEEC network consumption business model innovation model framework, the measurement index is constructed from the perspective of user experience, and GQM (concept layer (Goal target), operation layer (Question problem), data layer (Metric Metric)) is used to measure the measurement index The standard is to decompose the data, explore the dimension and inner relationship of the data index, and construct the model of BEEC network consumption business model based on the data index system. Therefore, the innovation of the text is the BEEC network consumption business model innovation model framework and the BEEC network consumption business model innovation model based on the data index system, which are respectively proposed In the end, this paper applies the latter to the design and development of business intelligence analysis products. Through the application practice of business intelligence analysis products, this paper compares and analyzes the business data performance before and after the implementation of business decision making, and verifies business intelligence. The analysis of the product and the innovation model behind it can optimize the product and service of the enterprise, and finally realize the feasibility of the business model innovation. In particular, the innovation of this paper in theory and practice mainly has the following four aspects: first, based on the analysis of a large number of literature and case studies, the model innovation model of beec network consumption business model is put forward. The framework is used to construct the content structure of the network consumption business model. This paper systematically summarizes the characteristics of the stage of the development of the user experience model, and concludes that the development of the user experience model mainly presents the subdivision of the user cognitive psychology and the comprehensive system of the product information architecture, which is characterized by the product information architecture, and two kinds of parallel development. The.Cubi user experience model is the experience model of the comprehensive system research class developed on the basis of the three big pie chart of the product information architecture. Its users and business target components have covered all the content component elements of the network consumption business model. Therefore, the cubi user's body test model is more than the content system of the network consumption business model. The former is more abundant. The former has a more specific analysis and description of the external form of the business model, the information form and the experience standard of the product and service. The cubi user experience model is integrated into the content structure of the user experience oriented network consumption business model, and the framework of the model innovation model of the beec network consumer business model can be built for the network. The innovation of cost business model provides the implementation carrier and the theoretical foundation. Second, through the induction and analysis of the content elements and the influencing factors at various levels of the beec network consumption business model innovation model framework, the paper sums up the measurement indexes of the innovation model. On the basis of the literature and case study, this paper separately carries out the beec network. The content and influence factors of the four levels of the model innovation model of consumer business model are summarized and analyzed. According to the content elements and the influencing factors combined with the user experience perspective, it is concluded that accuracy, authenticity, motivation, satisfaction, acceptance, satisfaction, degree of satisfaction, satisfaction, loyalty, loyalty, recommendation, and loss, in accordance with the content elements and its influencing factors. Empathy, degree of agreement, support, profitability, efficiency, recognition, brand degree and creativity are eighteen metrics to measure the user centered degree of each content element of the innovation model, and as the specific evaluation basis for the innovation of the network consumption business model. Third, based on the GQM paradigm, the data are decomposed and established. According to the dimension and relationship map of the index, the beec network consumption business model innovation model based on the data index system is constructed. According to the hierarchical structure of the three inheriting relationships of the GQM paradigm, this paper defines the index of beec network consumption business model innovation model as the metric target of the concept layer, and turns the measure index in the operation layer. To solve a set of problems to be solved in the data layer, the problem is disassembled into several factors to be considered, and each factor is decomposed into several key data indexes to build the data frame. On this basis, the beec network consumption business model based on the data index system is constructed by studying the dimension types and their intrinsic relations of the data indexes. The model of innovation provides the data suggestion and basis for the design and innovation of business model, and provides a theoretical basis for the construction and application of business intelligence analysis products on the network consumption platform. Fourth, the design and development of beec network consumption business model innovation model based on data index system is applied to the design and development of business intelligence analysis products. Through the design practice, this paper applies the BEEC network consumption business model innovation model based on the data index system to the design of the information architecture and data index system of the business intelligence analysis products of the network consumption platform enterprise, and combines the data of the visible interactive interface to the data of each business. By using the product, the business department personnel can quickly discover and analyze the problems existing in each business through the use of the product, and help to make the business decision making. By comparing and analyzing the data indicators before and after the implementation of the decision, the effectiveness of the business decision is verified and evaluated. Therefore, the BEEC network consumption business model is innovative. The model framework gives a more comprehensive and systematic innovation dimension of the network consumption business model. At the same time, the BEEC network consumption business model innovation model based on the data index system provides an objective and comprehensive theoretical basis for the enterprise to apply to its own business intelligence analysis products, to guide and evaluate the creation of the network consumption and business model.

【学位授予单位】：湖南大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F724.6;F274

【参考文献】