助推理论辅助公益服务设计发展探赜

Exploration on the Development of Nudge Theory to Assist the Design of Public Welfare Service

中文关键词: 服务设计  公益服务设计  助推理论  福格行为模型

英文关键词: service design  public welfare service design  nudge theory  Fogg's behavior model

中文摘要:

      目的 针对当前公益服务一定程度上缺乏可持续性的问题，旨在研究助推理论介入公益服务设计的可行性，总结适用于公益服务设计的助推策略。方法 首先，通过从服务提供者、服务核心及服务模式的角度将服务设计细分，依此对公益服务设计的概念进行界定，并按照服务对象资源的不同进行分类;其次，从服务对象行为的角度，将公益服务设计分为四个阶段，并依据福格行为模型分析阶段的行为要素，对助推原则进行阶段性划分;最后，分析现有不同类型的公益服务设计案例，验证各阶段可用的助推原则，并总结出从服务接触点出发的阶段性助推策略。结论 从理论与实际案例可以佐证助推理论与公益服务设计的良好适配性，助推理论为研究公益服务设计提供了新的思路，有利于促进服务流程实现的正向循环。

英文摘要:

      In view of the lack of sustainability of public welfare services to a certain extent, the work aims to study the feasibility of nudge theory to intervene in public service design, and summarize the nudge strategies applicable to public service design. Firstly, service design was subdivided from the perspectives of service providers, service cores and service models, the concept of public service design was defined accordingly, and classified according to the different resources of service objects. Secondly, from the perspective of service object behavior, the design of public welfare service was divided into four stages. According to the behavior elements in the analysis stage of Fogg's behavior model, the boosting principle was divided into stages. Finally, different types of public service design cases were analyzed to verify the nudges principles available at each stage, and summarize the staged nudging strategies from service contact points. The theoretical and practical cases can prove the good adaptability of nudge theory and public service design. The nudge theory provides new ideas for the study of public welfare service design, which is conducive to promoting the positive cycle of service process realization.