基于FBM-AHP模型的农产品直播界面劝导设计研究

刘飘洋; 张莉; 杨祥祥

doi:10.19554/j.cnki.1001-3563.2025.22.013

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包装工程（设计栏目） ›› 2025, Vol. 46 ›› Issue (22) : 128-139. DOI: 10.19554/j.cnki.1001-3563.2025.22.013

工业设计

基于FBM-AHP模型的农产品直播界面劝导设计研究

刘飘洋¹, 张莉^1,2, 杨祥祥^1,2,*

作者信息 +

Persuasion Design of Live Broadcast Interface for Agricultural Products Based on FBM-AHP Model

LIU Piaoyang¹, ZHANG Li^1,2, YANG Xiangxiang^1,2,*

Author information +

文章历史 +

摘要

目的为增强电商平台农产品直播间的带货效益,提升所售农产品对顾客的吸引力,激发顾客消费行为的产生。方法通过用户调研梳理了直播间用户的消费行为流程,利用网络信息爬虫技术获取了评论样本,结合扎根理论对样本进行了开放式、主轴式和选择式译码分析,梳理出用户需求概念和层次关系,再基于劝导理论中的福格行为模型和层次分析法,以行为动机、行为能力和行为触发点作为准则层构建用户需求模型、创建矩阵和加权分析,通过了一致性分析,验证了模型的科学性;对抖音、淘宝等平台农产品直播间界面挖掘对应指标的设计点并为设计实践提供参考。结果形成一套较完整的农产品直播界面设计方案,并进行用户测评,评分结果证明其优于当下主流直播界面设计的消费劝导效果。结论从劝导理论的视角将界面设计转换成用户消费的推动力,实现了通过设计赋能乡村电商竞争力,为相关助农研究者和平台提供了理论参考与实践依据。

Abstract

The work aims to enhance the delivery efficiency of the live broadcast room of agricultural products on the e-commerce platform, enhance the attractiveness of agricultural products to customers, and stimulate the consumption behavior of users. Through user research, the consumption behavior process of live broadcast users was sorted out, and the comment samples were obtained with network information crawler technology. Combined with the grounded theory, the samples were analyzed by open, spindle and selective decoding, and the concept and hierarchical relationship of user needs were sorted out. Based on the Fogg behavior model and analytic hierarchy process in persuasion theory, the user demand model was constructed with behavioral motivation, behavioral ability and behavioral trigger point as the criterion layer. By creating matrix and weighted analysis, the scientific nature of the model was verified by consistency analysis. For the interface of agricultural products live broadcast rooms on platforms such as Douyin and Taobao, the design points of corresponding indicators were excavated, providing reference for design practice. A set of relatively complete design scheme of live broadcast interface for agricultural products was formed, and user evaluation was carried out. The scoring results proved that the scheme was better than the consumption persuasion effect of the current mainstream live broadcast interface design. From the perspective of persuasion theory, the interface design is transformed into the driving force of user consumption, which realizes the empowerment of rural e-commerce competitiveness through design, and provides theoretical reference and practical basis for relevant agricultural researchers and platforms.

导出引用1

刘飘洋, 张莉, 杨祥祥. 基于FBM-AHP模型的农产品直播界面劝导设计研究[J]. 包装工程. 2025, 46(22): 128-139 https://doi.org/10.19554/j.cnki.1001-3563.2025.22.013

LIU Piaoyang, ZHANG Li, YANG Xiangxiang. Persuasion Design of Live Broadcast Interface for Agricultural Products Based on FBM-AHP Model[J]. Packaging Engineering. 2025, 46(22): 128-139 https://doi.org/10.19554/j.cnki.1001-3563.2025.22.013

中图分类号： TB472

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