基于福格行为模型的移动社交产品设计研究

Research on the Design of Mobile Social Products Based on BJ Fogg's Behavior Model

近几年,国内移动社交市场呈现爆发增长的趋势。除了社交类APP,一些工具类、电商类应用也囿于用户停留时间短、使用频次低的问题,纷纷加入社交功能,以期提高自身的商业价值。然而许多社交功能没有抓住用户的根本需求和使用行为特征,设计的并不尽如人意。文章基于福格提出的行为模型,以激发用户使用应用这一行为作为目的,从动机、能力、触发条件三个维度分别讨论了在移动社交的场景下,应如何设计或改进相关功能,来提高用户的黏性。并以微信等成功案例作为依据,对所提出的原则进行了验证。从国内市场来看,"社交+"已经成为移动应用发展的趋势。文章正是基于这一背景,试图以提高用户满意度为目的,为移动应用中的社交化功能找到合理的改进方法。

In recent years,the domestic market of mobile social network has shown a trend of increasing growth. In addition tothe social APP,some tools and e-commerce applications,limited to the problems of short time for stay and low frequency of use,have added social functions to improve their own business value. However,many social functions do not capture the basic needs ofusers and use behavior characteristics,therefore the design is not satisfactory. Based on the behavior model proposed by B.J. Fogg,and in order to motivate users to use the behavior of application as the purpose,this paper discusses the mobile social scene fromthree dimensions： motivation,ability and trigger condition,and how to design or improve related functions to improve the user＇sstickiness. And based on the successful cases such as WeChat,the proposed principles are verified. From the domestic market,＂so-cial plus＂ has become the trend of mobile applications. Based on this background,this paper tries to find a reasonable way to im-prove the social function of mobile applications in order to improve user satisfaction.