目的 针对公益服务中用户参与可持续性不足的问题,引入助推理论,并结合福格行为模型,分析公益服务参与过程中影响用户持续参与的行为因素,为公益服务流程优化提供参考。方法 首先,梳理公益服务设计、公益参与行为及助推理论相关研究,将公益服务可持续性不足归纳为服务前的动机触发性问题、服务中的体验不足性问题和服务后的价值失效性问题;其次,结合助推理论构建公益服务助推模型,设置动机强化、关系效应、权衡简化、错误预设和信号反馈等变量,并采用结构方程模型对研究假设进行检验;最后,以“志愿天津”平台为案例,将助推变量转化为服务接触点优化和系统原型设计,并通过系统可用性量表（SUS）、任务完成时间和可持续参与意愿评分进行初步验证。结果 实证结果显示,不同助推变量对用户参与动机、服务体验和价值感知具有不同程度的影响。基于模型结果优化后的原型,在任务完成时间、SUS得分和可持续参与意愿评分方面均优于原有界面,说明优化方案在提升界面可用性、操作效率和即时参与倾向方面具有一定积极作用。结论 将助推理论引入公益服务设计,有助于从用户行为角度识别公益参与流程中的可干预环节,并为改善公益服务参与体验、探索公益服务可持续性提升路径提供设计参考。
Abstract
The work aims to introduce the nudge theory (NT) and combines it with the Fogg behavior model (FBM) to analyze the behavioral factors that affect sustained participation, so as to provide references for optimizing public welfare service processes and address the insufficient sustainability of user participation in public welfare services. Firstly, related research on public welfare service design (PWSD), public welfare participation behaviors, and the nudge theory were reviewed. On this basis, the problem of insufficient sustainability in public welfare services was divided into three aspects: insufficient motivation and triggering before service participation, inadequate experience during service participation, and value failure after service participation. Then, in combination with the nudge theory, a public welfare service nudge model was constructed by setting five variables: motivation enhancement, relational influence, trade-off simplification, error prevention, and signal feedback. The proposed hypotheses were tested through structural equation modeling (SEM). With the "Volunteer Tianjin" platform as a case, the nudge variables were further translated into service touchpoint optimization and system prototype design. The optimized prototype was then preliminarily evaluated through the system usability scale (SUS), task completion time, and sustainable participation intention scores. The empirical results showed that different nudge variables had different degrees of influence on users' participation motivation, service experience, and value perception. Compared with the original interface, the optimized prototype performed better in task completion time, SUS score, and sustainable participation intention score, indicating that the design had a positive effect on improving interface usability, operational efficiency, and users’ immediate willingness to continue participation. The study suggests that introducing the nudge theory into public welfare service design can help identify intervention points in the public welfare participation process from a user behavior perspective, and provide design references for improving the public welfare service experience and exploring pathways to enhance the sustainability of public welfare services.
关键词
服务设计 /
公益服务设计 /
助推理论 /
结构方程模型 /
福格行为模型
Key words
service design (SD) /
public welfare service design (PWSD) /
nudge theory (NT) /
structural equation modeling (SEM) /
Fogg behavior model (FBM)
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基金
河北省社会科学基金项目（HB23YS027）
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