The Influence Of Users' Motivation On Learning Effect Under The Conditions Of Gamification Design Of Online Knowledge Service Platforms

With the rapid development of the social economy and the accelerated pace of life,people's willingness to improve their own quality has increased,which has led to knowledge anxiety,adjustment of the demand structure of knowledge resources,and the desire for high-quality information.In this context,with the advent of the era of the knowledge economy and the advancement of Internet information technology,online knowledge service platforms,such as Zhihu,Iget,and Fenda,have gained he favor of knowledge demand groups with their abundant resources,high efficiency and convenience.And the online knowledge service platforms have become a strong support for building a ubiquitous learning environment.Although more and more Internet users are willing to try online knowledge service products,the problems corresponding to users' free and autonomous learning are poor learning experience,low long-term attractiveness to users,and low completion rate of courses.The fundamental reason is that online learning behavior cannot be well motivated and maintained.The learning behaviors of online users are affected by the combined effects of learners,course providers,and platform operators.However,the current research on the factors affecting the behaviors of online knowledge service platform participants focuses on cognitive,emotional,social,and other aspects,and there are relatively few empirical studies based on the platform design perspective.An important design concept related to the knowledge service platform is gamification design,that is,the application of game design elements to non-gamification scenarios.The practice community is enthusiastic about this.Each knowledge service platform has launched its own gamification design to attract users.However,the academic community's attitude towards gamified design is inconsistent,and even some studies believe that the level of user motivation in the gamified design condition will decrease.From the perspective of user information behavior,this topic follows the logical route of "motivation-behavior",with perceptual challenge and perceptual attention as independent variables,learning results and cognitive participation as dependent variables.Mixed research methods are used to obtain experiments and interviews data,and explore the differences in the influence of motivation factors on the learning effect of users of online knowledge service platforms under the conditions of competition and cooperative gamification.The study came to the following conclusions,the perceived challenge of users of the online knowledge service platform is highest in the competitive gamification design condition,followed by the cooperative gamification design condition,and the lowest in the non-gamification design condition.The user's perceived attention is highest in the cooperative gamification design condition,and the user's perceived attention in the competitive gamification design condition is not higher than that in the non-gamification design condition.Compared to the competitive gamification design condition,the perceived attention in the cooperative gamification design condition has a stronger positive impact on online knowledge service platform users' learning results and cognitive participation.Compared with the cooperative gamification design condition,the perceived challenge in the competitive gamification design condition has no stronger positive effect on the user's learning results and cognitive participation.From the perspective of user behavior in information systems,this study uses a mixed research method to combine quantitative and qualitative analysis to explore the difference in the impact of motivation factors on user learning effectiveness under different gamification design conditions of online knowledge service platforms.From the perspective of platform design,this paper discusses the technical application factors that affect user behavior,and enriches the research direction in the field of information behavior.At the same time,according to the research conclusions,this study puts forward some development suggestions to platform operators to comprehensively improve the perception challenge and attention of online knowledge service platform users,and enhance their learning effect.Helping gamification designers to make reasonable gamification designs to improve the quality of information services,enable gamification to help platform development,and create better experiences for users.