Research On Gamification Design Of Work In New-media Operation Based On Flow Theory

At present,new media operations have become an important part of the Internet industry.Wide attention have been paid to the new media operators most of whom are post-80 s and 90 s generations.However,these employees of new generation regard their work more as a way to fulfill their own value.They focus on the fun and sense of self-value in work,thus bringing great challenges to the current enterprise management system.Under this background,"gamification" provides a new approach for the improvement of employees' work experience with its advantages which can encourage participation and enhance experience.In the process of studying the characteristics of games,it was found that even if the game itself does not reward the player a lot of material possessions,the players are still engaged in the game with enormous enthusiasm.It seems that games are more capable of stimulating individuals' productivity than the traditional organization of work.Compared with work,the game seems to be more conducive to motivate people to invest in it.Therefore,combining the game's mechanism with some non-game areas has become a direction that many companies and managers have tried and explored.As a positive psychological experience,the flow experience is not only widely used in game development,but also has been proved to effectively cultivate the employees' positive attitude and behavior.Therefore,based on the characteristics of the flow theory,this thesis will establish a model to design workplace-gamification.This thesis will apply the flow theory to the actual new media operation scenario,and study how to use appropriate gamification to optimize work processes and enhance employee's experiences in enterprises so as to increase its competiveness.This thesis is consisted of six parts.The first part introduces the background and trends of gamification.This part defines the significance of the research and selects the contents and methods in the research;the second part gives a comprehensive theoretical explanation of the work gamification and the flow theory,and explain the connections between the two;the third part combines the three factors of the flow experience and the basic PAT flow model,and designs the overall framework of work gamification,and elaborates the design process of each section;Based on the overall framework,the fourth part will redesign the model with the specific new media operations,apply gamification mechanism into work process,and a gamification platform for new media operations is established;the fifth part combines the previous design model with the assistance of the GX R&D team to accomplish the application of gamification platform for the new media operations.This part also demonstrated that the platform has a positive impact on employee's flow experience and work performance.The sixth part summarizes the research's findings and outlines the defects in research.At the end,it gives a prospective view of the flow theory.The innovation of this thesis is to combine the flow theory with the work gamification design.It systematically summarizes design methods and steps for the new media operations,provides a new prospect for corporate management,and also improves employees' work experience by creating more fun in work process.