移动互联网背景下面向大众参与的公益服务设计研究

发布时间：2018-11-24 12:09

【摘要】：随着移动互联网的发展,基于微博、微信等社交平台,以及独立手机应用的创新公益服务模式给公益领域带来了前所未有的机遇与挑战。从轰动全国的“随手拍解救被拐儿童”“免费午餐”“多背一公斤”等全国性知名的公益活动到“米公益”“腾讯乐捐”等创新公益平台,移动互联网公益改变了大众参与公益的形式与深度,降低了公益参与门槛,甚至影响了人们的公益理念,造就了人人参与公益的时代。这些公益服务的成功离不开互联网技术的支持,但这里移动互联网的角色不仅仅是工具,而是公益服务本身的重要一部分,也是引起公益服务变革的重要因素。那么对于积极参与公益的大众而言,他们是在怎样的心理及行为因素影响下参与到这些公益服务中?除了技术带来的显而易见的便捷性等特征外,还有什么使得公益服务能够吸引大众关注并持续参与?在此背景下,本研究从面向大众参与的角度出发,借助服务设计的理念和方法,分析成功的案例背后大众参与的心理行为机制,从而提出具有针对性的公益服务设计策略指导具体的实践。本文首先通过文献研究,梳理了移动互联网背景下大众参与的基础、社会氛围,并分析了基于连接性行动逻辑的个人化行为框架,在消费心理及行为模型的基础上,提出了公益参与行为的理论假设。其次,对三个典型案例及其用户展开了深入的调研,并梳理提炼出影响大众参与的各方面要素,建立了大众参与行为模型。再次,在该行为模型基础上,构建了用户画像和四象限服务定位。最后,从服务系统视角提出了面向大众参与的公益服务系统构建原则,并根据参与的连接、互动和反馈三要素,提出了相应的服务设计策略,结合基于不同服务定位的设计策略,用于洞察服务系统弱点以及指导传统服务的互联网转型以及不同类型服务的差异化建构。
[Abstract]:With the development of mobile Internet, the innovative public service model based on social platforms such as Weibo, WeChat and independent mobile phone applications has brought unprecedented opportunities and challenges to the field of public welfare. From the nationwide well-known public welfare activities such as "shooting and rescuing abducted children" and "free lunch" and "carrying more than one kilogram" to innovative public welfare platforms such as "rice public welfare" and "Tencent Le donation", The public welfare of mobile Internet has changed the form and depth of public participation, lowered the threshold of public interest participation, even affected people's concept of public welfare, and created an era in which everyone participated in public welfare. The success of these public welfare services can not be separated from the support of Internet technology, but the role of mobile Internet here is not only a tool, but also an important part of public service itself and an important factor that causes the reform of public service. So for the public who actively participate in public welfare, what kind of psychological and behavioral factors do they participate in these public welfare services under the influence of psychological and behavioral factors? Beyond the obvious convenience features of technology, what makes public services attractive and sustainable? In this context, from the point of view of mass participation, with the help of the concept and method of service design, this study analyzes the psychological behavior mechanism of mass participation in successful cases. And then put forward the targeted public service design strategy to guide the specific practice. This paper firstly combs the foundation and social atmosphere of mass participation in the context of mobile Internet through literature research, and analyzes the framework of personal behavior based on connective action logic, based on consumer psychology and behavioral model. The hypothesis of public participation behavior is put forward. Secondly, three typical cases and their users are investigated deeply, and the factors that affect public participation are sorted out, and the behavior model of mass participation is established. Thirdly, on the basis of the behavior model, the user portrait and four quadrant service location are constructed. Finally, from the point of view of service system, the paper puts forward the construction principles of public welfare service system for public participation, and puts forward the corresponding service design strategy according to the three elements of participation, interaction and feedback. Combined with the design strategy based on different service location, it can be used to discern the weakness of service system and guide the Internet transformation of traditional services and the differentiation construction of different types of services.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D632.9

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