游戏化体验设计对互联网品牌用户增长的作用研究  

RESEARCH ON THE EFFECT OF GAMIFICATION EXPERIENCE DESIGN ON THE USER GROWTH OF INTERNET BRANDS

作　　者：蒋林均 吴祐昕[1] JIANG LINJUN;WU YOUXIN

机构地区：[1]江南大学设计学院

出　　处：《设计》2024年第5期140-143,共4页Design

基　　金：2021年国家社会科学基金一般项目场景交互设计理论(项目编号:21FYSB049)。

摘　　要：探索游戏化体验设计在互联网品牌不同场景中的应用,讨论对用户增长的影响。分析互联网品牌在传播、功能及嵌入类场景中游戏化体验设计对用户行为和增长的影响,总结用户增长方法。结合增长指标和游戏化体验设计路径:设计目标确立、游戏化机制设置、游戏化元素设计、体验结果评估4步骤,提出互联网品牌的游戏化体验设计方案。以期加强品牌与用户间的关系,为企业创造更多品牌流量价值。Explore the application of gamification experience design in different scenarios of Internet brands and discuss the impact on user growth.Analyze the influence of gamification experience design on user behavior and user growth in communication,function and embedding scenarios of Internet brands.A gamification experience design scheme for Internet brands is proposed by combining growth indicators and gamification experience design path,including four steps:establishment of design objectives,setting of gamified mechanism,design of gamified elements and evaluation of experience results.It is expected to strengthen the relationship between brands and users,and create more value of user traffic for enterprises.

关 键 词：游戏化 体验设计 用户增长 品牌 互联网 

分 类 号：TB472[一般工业技术—工业设计]