面向众包平台的游戏化框架设计及元素探索

Exploring the Game Elements and Gamification Design for the Crowdsourcing Platform

众包平台的可持续发展需要设计相应的激励机制来调动用户的参与意愿,游戏化设计能在一定程度上发挥作用。文章首先对游戏化模式在众包活动中的理论与实践探索进行系统概述。接着,本文基于众包平台的运作流程,通过对常见游戏化元素的分析,从内核、机制和游戏化元素三个层次构建了面向众包平台的游戏化框架。随后,从任务种类(专项型、综合型)和采纳阶段(初始采纳、后续使用)两个维度对众包平台进行分类。同时,针对四个象限中可能面临的问题,有的放矢地选取不同的游戏化元素进行组合分析,从而通过游戏化元素的应用来提升众包平台的可用性和用户体验。研究结论有助于优化众包平台的激励设计,增强用户参与众包活动的黏性,也为众包情境下的游戏化模式探索提供了参考依据。

The sustainability of crowdsourcing platform is largely dependent on the related incentive mechanism to keep the crowd＇s participation intention,and gamification design can play an important role in eliciting participants＇ motivation.The article first conducts a literature review on the crowdsourcing and gamification,especially taking a close look at the theoretical and practical aspects of gamification in the crowdsourcing platform.Then,based on the operation process of the crowdsourcing platform,this paper proposes a conceptual framework of the game elements in crowdsourcing platform,including the core properties,mechanisms,and gamified components,respectively.Furthermore,the study examines the typology of crowdsourcing platforms from two dimensions,namely the task propensity（e.g.,general or specific）and adoption stage（e.g.,initial adoption or continuous use）.In line with the defined typology,the study investigates the potential problems that may occur in each of the four quadrants,and suggests that various game elements should be strategically employed in accordance with the diverse aims and objectives of crowdsourcing platforms,and thus improve the usability and user experience via the gamified approach.The research findings will contribute to the incentive design of crowdsourcing platforms,and yield some implication to the exploration of gamification in the crowdsourcing context.