日常代驾情境下仪式感体验及其个体差异研究

A Study on the Ritualistic Experience and Individual Differences in the Context of Daily Driving

目的探索代驾情境下仪式感的触发场景和个体化差异。方法对11名高端代驾用户深度访谈,探索代驾情境下仪式感体验的触发场景;问卷调查验证深访提炼的仪式感的个体化差异。结果触发仪式感的场景主要在代驾司机与用户刚接触的迎接时刻和结束时的告别时刻,符合卡尼曼的峰终理论。仪式感需求的个体化差异明显,高职位用户对仪式感需求更迫切。高频代驾用户更关注迎接仪式感,低频代驾用户更注重告别仪式感。结论在代驾情境中针对高职位、不同代驾频率的用户,利用启动和结束关键时刻做相应的服务工作触发仪式感,增加用户黏性。

Objective To explore the triggering scenes of need of ritual sense and its individual differences in the designated driving situations.Methods Firstly,11 high-end users who experienced designated driving service were interviewed deeply to explore the triggering scene of ritual sense in the designated driving situation.Secondly,in terms of the needs of ritual sense discovered by in-depth interviews,a survey was conducted to verify the individual differences of needs of ritual sense.Results Interview analysis results suggested that the scenes of triggering ritual sense mainly appear at the very beginning time when the driver arrives at the scene and just starts contacting with the user,and finally at the finish time when the designated driving service is ended,which basically complies with Kahneman's Peak-End Rule.Furthermore,survey found generally,ritual sense at finish time is demanded stronger than at beginning time.At the same time,some interesting individual differences in the needs of ritual sense.Compared to users with medium-level position,users with higher-level positions have more urgent needs of ritual sense at both of beginning and finish moment.Meanwhile,users with high-frequency pay more attention to the ritual sense at beginning time,while users with low-frequency pay more attention to the ritual sense at finish time.Conclusion In the designated driving situation,we can design corresponding services to trigger the ritual sense and enhance the user's emotional experience at the critical moment of starting and ending for the users with higher-level positions and different frequencies using designated driving service.