| 摘要: |
| 目的 从社会临场感的角度，探讨社区电商平台中顾客惠顾体验的社会性来源，归纳出体验设计模型，补充体验设计中关于共同体验的相关内容，为社区电商平台的体验设计提供指导。方法 首先，将社会临场感细分为意识社会临场感、情感社会临场感和认知社会临场感，梳理出顾客在社区电商平台中的社会认知过程。其次，探讨了在社区电商中，三种社会临场感与信任体验、功利体验和享乐体验的关联关系和影响机制，厘清顾客是如何将现实生活中人与人沟通的模式迁移到人机互动中来的，从而归纳出体验设计模型。最后，对如何在社会临场感视角下开展社区电商平台的体验设计进行了分析。结论 通过设计手段将角色身份、互动仪式、价值观传递过程进行符号化，以此加强社区电商中的社会临场感，影响顾客的惠顾体验，进而提升顾客的在线粘性。 |
| 关键词: 社会临场感 社区电商 体验设计 共同体验 |
| DOI：10.19554/j.cnki.1001-3563.2020.14.034 |
| 分类号:TB472 |
| 基金项目: |
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| Experience Design of Community E-commerce Platform from the Perspective of Social Presence |
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WANG Yu-fei, JIANG Xiao
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Jiangnan University, Wuxi 214122, China
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| Abstract: |
| The work aims to explore the social source of the customer’s patronage experience of community e-commerce platform from the perspective of social presence, summarize its experience design model, and supplement the contents related to common experience in the experience design, so as to provide guidance for the experience design of community e-commerce platform. Firstly, the social presence was subdivided into conscious social presence, emotional social presence and cognitive social presence to sort out the social cognitive process. Secondly, the relationship between the three kinds of social presence and the trust experience, utilitarian experience and hedonic experience in the community e-commerce and the influencing mechanism were discussed, and how the customers integrated the interpersonal commu-nication model in real life into the human-machine interaction was sorted out, thus inducing the experience design model. Finally, how to design the experience of community e-commerce platform from the perspective of social presence was analyzed. Symbolizing the role identity, interactive rituals and value transfer process through design means can enhance the social presence in community e-commerce and influence the customer's patronage experience, thereby intensifying customers’ online viscosity. |
| Key words: social presence community e-commerce experience design common experience |
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