基于说服原则的互联网产品的游戏化设计——以百词斩、Keep、蚂蚁森林为例

doi:10.19722/j.cnki.1008-7729.2020.0382

北京邮电大学学报(社会科学版) ›› 2021, Vol. 23 ›› Issue (3): 67-76.doi: 10.19722/j.cnki.1008-7729.2020.0382

基于说服原则的互联网产品的游戏化设计——以百词斩、Keep、蚂蚁森林为例

北京邮电大学经济管理学院，北京100876

出版日期:2021-06-30 发布日期:2021-07-05
作者简介:宁连举（1971—）, 男，黑龙江齐齐哈尔人，博士，教授，博士生导师
基金资助:
中国工程院委托项目(2019gwynl)

Gamification Design of Internet Products Based on Persuasion Principles—Taking Baicizhan, Keep and Ant Forest as Examples

School of Economics and Management, Beijing University of Posts and Telecommunications,

Beijing 100876, China

Online:2021-06-30 Published:2021-07-05

摘要/Abstract

摘要： 剖析互联网产品的游戏化设计对用户的说服影响，以拓展游戏化设计理论基础，为互联网产品研发提供设计框架。通过解读游戏化设计的特征及内涵，构建基于说服原则的游戏化设计机制。该机制具有“设计基础—基于说服原则的游戏化设计—产生说服效果”三个环节。其中：基于任务驱动的设计能够说服用户有序完成任务，提高用户完成目标的效率；基于交互驱动的设计能够说服用户有效参与互动，提醒用户任务目标的达成；基于社会化驱动的设计能够说服用户持续使用产品，有效促进社会学习与社会认同。最后，运用多案例分析的方法，对上述机制的普适性与科学性进行验证。

关键词: 游戏化设计；说服原则；互联网产品；机制

Abstract: In order to expand the theoretical basis of gamification design and provide a design framework for Internet product development, the persuasion influence of gamification design on users is analyzed. The gamification design mechanism based on persuasion principles is built by interpreting the characteristics and connotation of gamification design. The mechanism has three links, including design basis, gamification design based on persuasion principles, and persuasion effect. Task-driven design can persuade users to complete tasks orderly and improve the efficiency of completing goals. Interaction-driven design can persuade users to participate in interaction effectively and remind them to reach task goals. Socialization-driven design can persuade users to continue to use products, and effectively promote social learning and social identity. The method of multi-case analysis is used to verify the universality and scientificity of the mechanism.

Key words: gamification design, persuasion principles, Internet products, mechanism

中图分类号:

TB472
F49

宁连举, 肖玉贤, 崔然. 基于说服原则的互联网产品的游戏化设计——以百词斩、Keep、蚂蚁森林为例[J]. 北京邮电大学学报(社会科学版), 2021, 23(3): 67-76.

NING Lianju, XIAO Yuxian, CUI Ran. Gamification Design of Internet Products Based on Persuasion Principles—Taking Baicizhan, Keep and Ant Forest as Examples[J]. Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition), 2021, 23(3): 67-76.

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基于说服原则的互联网产品的游戏化设计——以百词斩、Keep、蚂蚁森林为例

Gamification Design of Internet Products Based on Persuasion Principles—Taking Baicizhan, Keep and Ant Forest as Examples

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