Research On Promotion Strategy Of User Stickiness For Online Community Based On Persuasive Design

User stickiness of online community(virtual community,internet community)has received widespread attention from domestic and overseas scholars in internet industry because of its strategic significance.How to improve the user stickiness of online community is a significant problem that product supplier and operation teams have been facing.At present,the research on user stickiness of online community mainly based on sights of products,which lacks research on user behavior.Persuasive design is a design method that effectively changes user behavior.It has been applied to give guidance in different fields such as Interaction design.Therefore,this paper introduces the concept of persuasive design and studies the factors of user stickiness and promotion strategies for online community by the sight of user behavior.Firstly,according to the Fogg Behavior Model of persuasive design,the three dimensionalities of user stickiness for online community are analyzed.Secondly,based on the three dimensionalities,deep user research is carried out: Using semi-structured interviews to explore what factors may influence user stickiness;Using semi-open questionnaire to distinguish the significance of each influence factor.Thirdly,according to the theoretical analysis and user researc,the influence factors of user stickiness for online community are summarized and analyzed with cases.User stickiness promotion strategy for online community is proposed based on these factors.In order to verify the feasibility of the promotion strategy,the strategy is applied to user experience design for Sangfor community.Finally,three assessment methods: usability test based on eyetrack;activation and retention;user evaluation between the “before” and “after” version are used to verify the effectiveness of the promotion strategy of user stickiness for online community.