公共文化云平台游戏化设计研究——以国家公共文化云为例

Research on Gamification Design of Public Culture Cloud Platform——Taking the National Public Culture Cloud as an Example

[目的/意义]旨在将“游戏化”引入公共文化云平台,提出云平台游戏化设计方案,提高公共文化云平台使用度与关注度。[方法/过程]基于八角行为分析法,归纳出任务、交互、反馈、奖励、群体互动5种游戏化设计路线;进而利用问卷调查法及Kano模型,识别出23项游戏化设计因素,并结合better-worse系数进行归类,构建用户满意度分布矩阵,提出游戏化差异化设计策略。[结果/结论]研究发现国家公共文化云平台的游戏化设计得到用户认可,任务设计维度中的任务元素和隐藏任务、交互设计维度中的竞争和排行榜、反馈设计维度中的信息反馈和勋章成就、奖励设计维度中的签到奖励和实物兑换、群体互动设计维度中的互相发送邮件或消息的决策优先度较高。公共文化云平台对以上5个游戏化设计维度作针对性设计,可有效促进我国公共文化平台的建设与推广。

[Purpose/Significance]This paper aims to introduce“gamification”to the national public culture cloud platform and proposes a scheme of gamification design in order to improve the usage and attention of it.[Methodology/Process]Based on the octalysis framework,this paper summarized five gamification design routes,i.e.,task design,interaction design,feedback design,reward design and group interaction design.By questionnaire survey and Kano model,23 gamification design factors were identified and categorized with better-worse coefficient to construct user satisfaction distribution matrix and put forward gamification differentiation design strategy.[Results/Conclusions]The study finds that the gamification design of the national public culture cloud platform is recognized by users,with high priority for decision-making on task elements and hidden tasks in task design,competition and leaderboards in interaction design,information feedback and medal achievements in feedback design,check-in rewards and physical exchanges in reward design,and emails or messages delivery to each other in group interaction design.The public culture cloud platform can effectively accelerate the construction and promotion of China’s public culture platform by making targeted design from the above five gamification design dimensions.