摘要
移动阅读平台已经不再局限于读书、听书、分享,它可以是休闲的场所、社交娱乐的场所,同时也可能成为新的游戏场所。本文以微信读书App为核心案例,从游戏化驱动力的角度剖析微信读书App的产品功能特点,发现其成功因素除微信平台带来的庞大用户群体优势外,还存在大量游戏化驱动力设计。游戏化驱动力设计不仅能增加用户使用黏性,而且在用户活跃度、增长和留存方面也起到了很好的促进作用。本文利用游戏化八角行为驱动力模型,分析移动阅读产品——微信读书App中的游戏化驱动力设计,详细阐述阅读产品中的游戏行为如何激励用户持续使用微信读书App,养成阅读习惯,并针对现有游戏化设计提出建议。
The mobile reading platform is no longer limited to reading,listening to,and sharing.It can be a place for leisure,social entertainment,and a new game place.This paper takes WeChat Reading App as the core case,analyzes the product features of WeChat Reading App from the perspective of gamification driving force,and finds that its success has a large number of gamification driving force designs in addition to the huge user group advantage brought by the WeChat platform.Gamification driving force design can not only increase user stickiness,but also play a very good role in promoting user activity,growth and retention.This article uses the gamified octagonal behavioral driving force model to analyze the gamification driving force design in the WeChat reading app of mobile reading products,and elaborates how the game behavior in the reading product motivates users to continue to use the WeChat reading app and even develop reading habits.There are suggestions for gamification design.
出处
《北京文化创意》
2022年第1期59-69,共11页
Beijing Culture Creativity
关键词
八角行为驱动力
吸引力
游戏化
微信读书
阅读行为
octagonal behavior driving force
attractive
gamification
WeChat reading
reading behavior
作者简介
曹义竟,温州商学院传媒与设计艺术学院,讲师,研究方向:游戏化设计、交互设计;吴联凡,温州职业技术学院设计创意学院,讲师,研究方向:服务设计、交互设计
