移动搜索中日常信息搜索情境下跨APP意图转移模式研究

Research on Transfer Pattern of Cross-APP Intention in the Context of Daily Information Search in Mobile Search

[目的/意义]移动互联时代,用户通过多个APP搜索成为常态,但驱动用户APP转移行为的意图规律还尚不明确。本文旨在探究移动搜索中真实的日常信息搜索情境下跨APP意图转移模式。[方法/过程]该研究通过微刻时序访谈法收集用户日常跨APP搜索经历,通过开放性编码获取用户的跨APP意图链,利用马尔可夫链挖掘频繁序列,归纳跨APP意图转移模式,最后还结合任务类型分析模式的应用规律。本文凝练出补充探索、对比决策、对比择优、分步前进、补充准备、分享交流和挫折探索7种意图模式,并发现用户在不同任务类型中偏好不同的意图模式——在简单型任务最偏好使用补充探索模式,而在复杂型任务则最偏好使用对比决策模式。[结果/结论]本文研究有助于从用户主观认知角度厘清移动搜索跨APP行为规律,为优化APP系统服务支持、提升用户移动搜索体验提供依据。

[Purpose/Meaning]In the era of mobile Internet,it has become common for users to search through multiple APPs,but the intention pattern that drives users APP transfer behavior is still unclear.The purpose of this paper is to investigate the cross-APP intent transfer patterns in mobile search in real-life contexts.[Method/Process]The study collected users daily cross-APP search experiences through interview method,obtained users cross-APP intention chains through open coding,mined frequent sequences using Markov chains,summarized cross-APP intention transfer patterns,and then analyzed the application laws of the patterns in combination with task types.The paper condensed seven intention patterns of supplementary exploration,contrast decision,contrast merit,step-by-step advance,supplementary preparation,sharing and communication,and frustrated exploration;and found that users preferred different intention patterns in different task types—the supplementary exploration pattern was most preferred in simple tasks,while the contrast decision pattern was most preferred in hierarchical tasks.[Results/Conclusion]This study helps to clarify the cross-APP behavior pattern of mobile search from the perspective of users subjective cognition,and provides a basis for optimizing APP system service support and improving users mobile search experience.