超越数字包容:ARCS模型视角下培育数字弱势群体应用信息服务的主体自觉

Beyond Digital Inclusion: Cultivating Digital Disadvantaged Groups’ Subject Consciousness of Applying Information Services Based on ARCS Model

【目的/意义】超越输血式“数字包容”,促进数字弱势群体自身想用、会用、持续使用、创新应用信息服务,培育数字弱势群体的主体自觉,对于推进数字中国建设有着重要意义。【方法/过程】基于对ARCS动机模型的理解,结合文献分析与理论探索,形成了基于ARCS模型的分析框架,探讨如何激发数字弱势群体应用信息服务的内生动力。【结果/结论】研究建议可以从以下四个维度培育数字弱势群体应用信息服务的主体自觉:一是优化信息服务的推介,提升弱势群体对信息服务的关注度(Attention);二是强化个性化需求分析,增进信息服务与弱势群体的关联性(Relevance);三是提升数字技能准备度,增强弱势群体对服务应用的自信心(Confidence);四是强化应用评价与展示,提高弱势群体对信息服务的满意度(Satisfaction)。针对每一个维度,研究提出了具体的培育策略。【创新/局限】从动机激发与维持视角,提出了促进数字弱势群体主动应用信息服务的具体策略。不足在于相关策略还需在实践中予以进一步验证。

【Purpose/significance】Beyond blood transfusion-based "digital inclusion", it is of great significance to improve digital disadvantaged groups’ wills, skills, continuous and innovative use of information services, and to cultivate their subject consciousness in the context of constructing digital China.【Method/process】Based on the understanding of ARCS motivation model, combined with literature analysis and theoretical exploration, this paper suggests an analysis framework for discussing how to stimulate the endogenous motivation of digital disadvantaged groups to use information services.【Result/conclusion】A series of specific measures are proposed for the cultivation of digital disadvantaged groups’ subject consciousness in information services utilization from four dimensions:(1)optimizing information services introduction and recommendation to enhance the attention of the vulnerable groups to information services(Attention);(2) strengthening personalized needs analysis to improve the relevance of information services and vulnerable groups(Relevance);(3) assuring digital skills readiness to enhance vulnerable groups’ confidence in service application(Confidence);(4) providing evaluation and display chances to improve vulnerable groups’ satisfaction in service use(Satisfaction).【Innovation/limitation】This study suggests serval specific strategies to promote digital disadvantaged groups’ active application of information services from the perspective of motivation and maintenance. The strategies need to be further verified in practice.