基于劝导理念的临期食品零售服务系统设计

Design and Research of Temporary Food Retail Service System Based on Persuasion Concept

探索临期食品零售行业如何在新零售背景下,运用劝导设计思维和方法持续引导消费者低耗消费,构建差异化的消费体验,为临期食品零售行业发展提供新思路。解构福格行为模型和强化理论,建立新的三维劝导模型作为理论指导;以临期食品零售服务系统为研究对象开展消费行为调研,提取消费行为意义,通过分层聚类定性挖掘劝导意义簇;引入层次分析定量研究方法对其进行优先级排序,获得更深层次的核心意义簇。通过拆解用户行为,挖掘核心劝导要素,完成需求―产品映射,最终提出临期食品零售服务系统设计方案。基于福格行为模型和强化理论构建三维劝导模型,从动机、能力、触发和强化几个维度完善临期食品零售服务系统劝导设计方案,并通过评价验证该系统对劝导用户低耗消费起到积极作用。

This research explores how the temporary food retail industry can continuously guide consumers to consume less and create a differentiated consumption experience by using persuasive design thinking and methods in the context of new retail.It deconstructs the Fogg behavior model and reinforcement theory,establishes a new three-dimensional persuasion model as theoretical guidance,and conducts consumer behavior research on the temporary food retail service system.Taking the food retail service system as the research object,this paper conducts a survey on consumer behavior,extracts the significance of consumer behavior,and qualitatively excavates the persuasive significance cluster through hierarchical clustering.By dismantling user behaviors,excavating core persuasive elements,completing demand-product mapping,and finally proposing the design scheme of the upcoming food retail service system.A three-dimensional persuasion model was built based on Fogg behavioral model and reinforcement theory,and the persuasion design scheme of the temporary food retail service system was improved from four dimensions of motivation,ability,trigger and reinforcement,and the system played a positive role in persuading users to consume less through evaluation.