基于叙事理论的理财产品信息传达设计研究

Information Transmission Design of Financial Products Based on Narration

中文关键词: 叙事  网络理财  情境线索  认知

英文关键词: narration  online investment  context clue  cognition

中文摘要:

      目的 提出基于叙事的理财产品信息传达设计模型，满足用户认知需求，促进情感交流。方法 分析理财用户两个层次的需求（认知和情感），及叙事的两个组成部分（故事和叙事），进行相应映射匹配，提出了提升可理解性和建立信任感的叙事化的设计方法。结果 通过理财产品详情页的“产品详情”部分，初步验证了基于叙事的理财产品信息传达设计模型的可行性。结论 基于叙事的理财产品信息传达设计是在产品与用户之间建立更自然的对话，使得理财产品更易于理解，体验更加感性更富趣味，在用户与产品之间建立更深刻的互动关系以及信任依赖。

英文摘要:

      It aims to propose the information transmission design methods of online investment based on narration, to satisfy user's cognitive demand and to promote emotional communication. It analyzes two levels of demand(cognition and emotion), and two elements of narration(content and expression), according to the projection matching, and puts forward the information transmission design methods of financial products based on narration. It validates the feasibility of information transmission design methods of financial products based on narration, by detail page design cases. Narration-based information transmission design of financial products is to establish natural dialogue between the products and users, makes online invest easier to understand, the experience more emotional, more interesting interaction, and to establish a deeper connection and trust between the users and the products.