社交网络营销中的用户参与意愿研究:基于游戏化设计的方法  

Research on the User Intention of Participation in Social-Network Marketing:An Approach Based on Gamification Design

作　　者：赵洁[1] 汪聪 Zhao Jie;Wang Cong(School of Business,Anhui University,Hefei,Anhui 230601,China)

机构地区：[1]安徽大学商学院,安徽合肥230601

出　　处：《湖北工程学院学报》2021年第2期77-85,共9页Journal of Hubei Engineering University

基　　金：安徽省高校学科(专业)拔尖人才学术资助重点项目(gxbjZD2016002)。

摘　　要：社交网络已经成为重要的营销渠道之一。但是,目前微信、微博等社交网络平台内容同质化现象严重,与用户的互动性差,使得用户参与意愿不高,最终影响信息传播的效果。围绕如何提高用户在社交网络营销中的参与度问题,提出了利用游戏化设计的相关理论和方法改进社交网络营销中用户参与度的研究思路。具体而言,通过运用心流理论和个体-环境匹配理论探讨了游戏化设计对社交网络平台用户参与的作用机理,分析了社交网络平台采用游戏化设计策略的可行性,进而调查问卷收集数据并进行了数据分析。研究结果表明:用户在体验游戏化设计服务和活动时感知到的一致性匹配和互补性匹配能正向促进用户在社交网络平台上的参与度。此外,心流体验在一致性匹配与用户参与中起完全中介作用,在互补性匹配与用户参与中具有部分中介作用。Social network has become one of the important marketing channels.However,the homogeneous content of social network platforms like WeChat and microblog and the lack of user interaction has led to the low willingness of users’participation,which has affected the effect of information dissemination.This paper intends to focus on how to improve user participation in social-network marketing,and introduces the idea of using the theories and methods of gamification design to improve user participation in social network platforms.To be more specific,the researchers used the flow theory and person-environment fit theory to make a study on the effect of gamification design on user participation on social network platform,make an analysis of the feasibility of using the gamification design on social network platforms.Then they collected data through questionnaires and made an analysis of it.Results showed that when users experienced gamification design service and activities,the perceived supplementary fit and complementary fit may positively promote user participation.In addition,the flow experience plays a complete mediating role in supplementary fit and user participation,and partly in complementary fit and user participation.

关 键 词：游戏化设计 营销管理 社交网络 用户参与 心流理论 个体-环境匹配理论 

分 类 号：G203[文化科学—传播学] G25