基于行为阶段转变理论的游戏化设计策略研究

RESEARCH ON GAMIFICATION DESIGN STRATEGY BASED ON THE TRANSTHEORETICAL MODEL AND STAGES OF CHANGE

游戏化设计通过激励、劝导等方式增强产品与用户的黏性关系,在产品体验创新中广泛应用,但设计实践中存在元素滥用、套用等问题,导致游戏化设计模式化应用的乱象。本文将福格行为模型和行为阶段转变理论结合,剖析行动、过渡、维持阶段用户的动机需求、能力水平、触发条件、认知变化等特征差异,根据分析内容动态调整游戏化元素并制订面向各阶段的游戏化行为设计策略。行动阶段是由行为能力和奖励机制主导;过渡期是由正向认知主导;维持阶段是由情感机制主导。动态化设计可精准激励用户兴趣和需求,有利于培养长期行为。制订面向行动、过渡、维持阶段的设计策略,为软件体验创新提供游戏化设计思路与参考。

Gamification design is widely used in product experience innovation by enhancing the sticky relationship between products and users through incentives and persuasion. However,there are some problems such as element abuse and application in design practice,which lead to the confusion of the application of gamification design patterns. This paper combines the Fogg behavior model with the behavioral stage transition theory,analyzes the characteristics of the user’s motivation needs,ability level,trigger conditions,cognitive changes and other characteristics in the action,transition and maintenance stages,adjusts the gamification elements dynamically according to the analysis content,and develops the gamification behavior design strategy for each stage. Dynamic design strategies can improve product experience and promote user behavior transformation.