基于动机认知理论的初级用户行为引导方法设计研究

Guiding Method Design of the Primary User Behavior Based on Cognitive Theory

目的研究初级用户使用产品行为背后的动机原因,提出引导设计方法,提高初级用户的转化率。方法根据期待价值理论、归因论、认知评价论、自我效能论、成就目标论等观点,寻找用户使用产品背后的行为动机,并提出相应的5个设计方法。结论初级用户行为引导需要明确传达需求、引导走出错误、增强用户控制,设置合理预期,制定合适目标。

It aims tostudy the motivation behind the use of products by primary users,proposes a guiding design method to improve the conversion rate of primary users.According to theexpected value theory, attribution theory, cognitive evaluation theory, self-efficacy theory, achievement goal theory, it looks for users to use the motivation behind the product, and puts forward the five design methods. Primary user behavior guidance requires clear communication of requirements, to lead out of mistakes, enhance user control, set reasonable expectations, and set appropriate goals.