4.4 Ka gudubka tijaabo fudud

Aan ka gudbaan tijaabo fudud. Saddex fikradaha ku jira faa'iido badan ee tijaabo hodan: ansax, heterogeneity of saamaynta daaweynta, iyo farsamo.

Cilmi ku cusub tijaabo badanaa waxay diiradda saaraan su'aal gaar ah, cidhiidhi ah, ma daaweyn this "shaqo"? Tusaale ahaan, ma uu taleefan ka helay iskaa wax u qabso ah oo dhiirri-qof in ay codeeyaan? Ma beddelo a button website ka buluug ah si ay heerka click-dhex kordhay cagaaran? Nasiib darro, Oraah dabacsan oo ku saabsan waxa "shaqeeya" obscures xaqiiqda ah in tijaabo si ciriiri ah diiradda aadan run ahaantii aan kuu sheegi in daaweyn ah "shaqeeya" macne guud. Saas ma aha, si ciriiri ah diiradda tijaabo jawaabi ka badan oo gaar ah su'aal: Waa maxay saamaynta celcelis ahaan of this daaweyn gaar ah la this hirgelinta gaarka ah ee dadka ah ee ka qaybgalayaashu waqtigan? Anigu waxaan u yeedhi doonaa tijaabo oo diirada saaraya this su'aal cidhiidhi tijaabo fudud.

tijaabo sahlan oo ku siin kara warbixin qiimo leh, laakiin ay ku guul darreysato in ay ka jawaabaan su'aalo badan oo muhiim ah oo labaduba oo xiiso leh sida: waxaa jira qaar ka mid ah dadka waayo, kii daaweyn lahaa saamayn weyn ama ka yar ?; ma jirtaa daaweyn kale in uu noqon doono wax ku ool ah ?; iyo sida tijaabo taasi la xidhiidha aragtiyaha bulshada weynta?

Si loo muujiyo qiimaha dhaqaaqin ka baxsan tijaabo fudud, ha fikiri mid ka mid ah oo aan tijaabo beerta analog jecel, baadhitaan ay P. Wesley Schultz iyo asxaabtii on xidhiidhka ka dhexeeya caadooyinka bulshada iyo isticmaalka tamarta (Schultz et al. 2007) . Schultz iyo asxaabtii sudhay doorhangers on 300 qoys oo ku nool San Marcos, California, iyo doorhangers kuwaas oo u dhiibay fariimaha kala duwan ee loogu talagalay in lagu dhiiri ilaalinta tamarta. Markaas, Schultz iyo asxaabtii qiyaasay saamaynta ka mid ah fariimaha on isticmaalka korontada, labada hal todobaad oo saddex toddobaad ka dib; arki Jaantuska 4.3 for sharaxaad faahfaahsan oo dheeraad ah ee design ah tijaabo.

Jaantuska 4.3: Schematic of design ka Schultz et al. (2007). Tijaabada beerta ku lug booqasho ku saabsan 300 qoys oo ku nool San Marcos, California shan jeer muddo sideed isbuucii ah. On kasta booqo cilmi gacanta qaaday reading ka meter awood guriga ee. On labo ka mid ah booqashooyin ku cilmi kaalinta doorhangers guriga bixinaya qaar ka mid ah macluumaadka ku saabsan isticmaalka tamarta. Su'aasha cilmi waxa uu ahaa sida content ee fariimaha kuwaas oo saameyn ku lahaa isticmaalka tamarta.

Jaantuska 4.3: Schematic of design ka Schultz et al. (2007) . Tijaabada beerta ku lug booqasho ku saabsan 300 qoys oo ku nool San Marcos, California shan jeer muddo sideed isbuucii ah. On kasta booqo cilmi gacanta qaaday reading ka meter awood guriga ee. On labo ka mid ah booqashooyin ku cilmi kaalinta doorhangers guriga bixinaya qaar ka mid ah macluumaadka ku saabsan isticmaalka tamarta. Su'aasha cilmi waxa uu ahaa sida content ee fariimaha kuwaas oo saameyn ku lahaa isticmaalka tamarta.

Tijaabada wuxuu lahaa laba xaaladaha. In xaaladda marka hore, qoysaska helay talooyin keydinta tamarta guud (tusaale ahaan, isticmaalka taageerayaasha halkii qaboojiyaha) iyo macluumaad ku saabsan isticmaalka guriga ee tamarta marka loo eego celceliska isticmaalka tamarta ay xaafadda. Schultz iyo asxaabtii la joogo xaalada sharaxaad caadi sababtoo ah macluumaadka ku saabsan isticmaalka tamarta in ay xaafada macluumaad ku saabsan hab-dhaqanka caadiga ah (ie, caadi ah sharaxayaa) la siiyaa. Marka Schultz iyo asxaabtii eegay isticmaalka tamarta keentay in kooxdan, daaweynta u muuqday in ay leeyihiin saameyn ah kuma laha, sidoo kale in ku-muddo gaaban ama muddo-dheer, in si kale loo dhigo, daaweynta ma u muuqdaan in ay "shaqo" (Jaantuska 4.4).

Laakiin, nasiib wanaag, Schultz et al. (2007) ma degaan for falanqaynta this sahlay. Ka hor inta tijaabo ahaa ayaa bilaabay Dhexdooda ayay iskala hadleen in dadka isticmaala culus oo koronto-dadka kor ku xusan hoose-laga yaabaa in ay yareeyaan isticmaalka, iyo in dadka isticmaala iftiin koronto-dadka hoos hoose-laga yaabaa in si dhab ah ay u kordhin lahaayeen isticmaalka. Marka waxay soo fiiriyeen at xogta, in dhab ahaan waxa ay heleen (Jaantuska 4.4). Sidaas darteed, waxa u muuqatay daaweyn ah oo la saamayn ma run ahaantii ahaa daaweyn ah oo wuxuu lahaa laba saamaynta lidka. Cilmibaadhayaasha ayaa loo yaqaan this ka mid ah dadka isticmaala iftiin kordhinta counter-soo saar saamayn boomerang.

Jaantuska 4.4: Natiijooyinka ka Schultz et al. (2007). guddiga ayaa marka hore waxa uu muujinayaa in daaweyn caadi sharaxayaa ayaa lagu qiyaasay eber celcelis saamayn daaweyn. Si kastaba ha ahaatee, guddiga labaad waxay muujinaysaa in this saamayn daaweyn celcelis ahaan waa run ahaantii ka kooban laba saamaynta lidka. Waayo, dadka isticmaala culus, daawaynta hoos u isticmaalka laakiin users iftiin, daaweynta kordhay isticmaalka. Ugu dambeyntii, goluhu saddexaad muujinaysaa in daaweyn labaad, taas oo loo isticmaalo caadooyinka sharaxaad iyo injunctive, lahaa si xun ugu saameyn la mid ah oo ku saabsan dadka isticmaala culus laakiin yarayn saamaynta boomerang on isticmaala iftiinka.

Jaantuska 4.4: Natiijooyinka ka Schultz et al. (2007) . guddiga ayaa marka hore waxa uu muujinayaa in daaweyn caadi sharaxayaa ayaa lagu qiyaasay eber celcelis saamayn daaweyn. Si kastaba ha ahaatee, guddiga labaad waxay muujinaysaa in this saamayn daaweyn celcelis ahaan waa run ahaantii ka kooban laba saamaynta lidka. Waayo, dadka isticmaala culus, daawaynta hoos u isticmaalka laakiin users iftiin, daaweynta kordhay isticmaalka. Ugu dambeyntii, goluhu saddexaad muujinaysaa in daaweyn labaad, taas oo loo isticmaalo caadooyinka sharaxaad iyo injunctive, lahaa si xun ugu saameyn la mid ah oo ku saabsan dadka isticmaala culus laakiin yarayn saamaynta boomerang on isticmaala iftiinka.

Dheeraad ah, Schultz iyo asxaabtii la filayo macquul this, iyo xaalad labaad ay la geeyay daaweynta wax yar oo kala duwan, mid si cad loogu talagalay in lagu baabi'iyo saamaynta boomerang. qoysaska ayaa xaalad labaad helay Talooyin dhabta ah isku daaweynta-guud keydinta tamarta iyo macluumaad ku saabsan isticmaalka guriga ee tamarta marka loo eego ay xaafadda-la mid sii dheer yar, waayo, dadka taagdarro hoos ku-celcelis ahaan, cilmi daray :) a iyo dadka qaba isticmaalka kor ku celcelis ahaan ay ku daray :( ah. emoticons Kuwan waxaa loogu talagalay in ay kiciyaan waxa cilmi u yeedhay caadooyinka injunctive. caadooyinka Injunctive tixraac fikradaha waxa caadi ahaan la ansixiyey (oo laga nacay) halka caadooyinka sharaxayaa tixraac fikradaha waxa caadi ah samayn (Reno, Cialdini, and Kallgren 1993) .

By ku daray this mid ka mid mucjisooyinka yar, cilmi weyn ayay hoos ugu saamaynta boomerang (Jaantuska 4.4). Sidaas darteed, iyada oo la samaynaayo this hal isbedel-a isbedel fudud in la dhiiriyo by aragti ah aan la taaban karin bulshada nafsi (Cialdini, Kallgren, and Reno 1991) cilmi--Waxaa ay awoodaan in ay soo noqdaan barnaamijka ka mid ma u muuqdaan in ay ka shaqeeyaan mid ka galay in shaqeeyay, iyo, mar, waxay awoodi karaan inay ka qayb qaataan faham guud oo ku saabsan sida caadooyinka bulshada saamayn ku dhaqanka aadanaha ahaayeen.

Halkaa marka ay marayso, si kastaba ha ahaatee, aad aragto laga yaabaa in ay wax ka yara duwan tahay oo ku saabsan tijaabo this. Gaar ahaan, tijaabo ee Schultz iyo asxaabtii aanu run ahaantii leeyihiin kooxda ay gacanta si la mid ah in aan kala sooca lahayn ay gacanta ku tijaabo samayn ah. Isbarbar dhexeeya design this iyo design ee Restivo iyo van de Rijt muujinayaa farqiga u dhexeeya laba naqshado weyn ee loo isticmaalo cilmi. In inta u dhaxaysa-maadooyinka naqshado, sida Restivo iyo van de Rijt, waxaa jira group daaweyn ah oo kooxda la xakameeyey, iyo maadooyinka gudahood-loogu dhaqanka ee ka qayb-galayaasha waxaa la barbar dhigo ka hor iyo ka daaweynta ka dib (Greenwald 1976; Charness, Gneezy, and Kuhn 2012) . In tijaabo gudahood-maaddo waa sida haddii qaybgale kasta dhaqmo iyada group gacanta u gaar ah sida. xoog ah inta u dhaxaysa-Maaddada naqshado waa in ay siisaa badbaado confounders (sidii aan hore ku tilmaamay), iyo xooggii tijaabo gudahood-maaddo aad u korodho sax in qiyaasaha. Marka ka qaybgale kasta u dhaqmo sida ay gacanta u gaar ah, kala duwanaansho u dhexeeya-qaybgale la tirtiro (eeg Lifaaqa Technical). Si foreshadow ah in mar dambe iman doonaa markii aan u bixiyaan talo ku saabsan naqshadaynta tijaabo digital, waxaa jira design kama dambays ah, loo yaqaan design oo isku darsan, in isku daraa sax ah wanaagsanaaday naqshado gudahood-maadooyinka iyo ilaalinta ka dhanka ah Wareeriyay naqshado dhexeeya-maadooyinka.

Jaantuska 4.5: Saddex naqshado tijaabo. Standard nasiibin tijaabo gacanta ku isticmaali dhexeeya-Maaddada naqshado. Tusaale ka mid ah a design dhexeeya-maadooyinka waa Restivo iyo van de Rijt ee (2012) tijaabo on barnstars iyo kaalmada ay siiyaan Wikipedia: Cilmi-sooc ka qaybgalayaasha kooxo daaweynta iyo gacanta oo kala qaybsantaa, siiyeen ka qaybgalayaasha in kooxda daaweynta barnstar ah, iyo marka la barbar dhigo natiijooyinka labada kooxaha. Nooca labaad oo ah design waa design ah gudahood-maadooyinka. Labada tijaabo ee Schultz iyo saaxiibkiisii ​​ee (2007) daraasad ku saabsan caadooyinka bulshada iyo isticmaalka tamarta lagu muujiyo design a gudahood-maadooyinka: cilmi marka la barbar dhigo isticmaalka korontada ee ka qaybgalayaashu ka hor iyo ka dib markii la helo daaweynta ah. Muddo-maadooyinka naqshado bixiyaan sax tirakoobka hagaagay by baabi'inta u dhexeeya iskuna maado (eeg Technical Lifaaqa), laakiin waxay u furan confounders suurto gal ah (tusaale ahaan, isbeddelka cimilada u dhexeeya muddo-daaweyn pre iyo daaweynta) (Greenwald 1976 yihiin, Charness, Gneezy, iyo Kuhn 2012). Muddo-maadooyinka naqshado ayaa sidoo kale tallaabooyin mararka qaar la yiraahdo noqnoqda naqshado. Ugu dambeyntii, naqshado isku qasan isku sax ah wanaagsanaaday gudahood-Maaddada naqshado iyo ilaalinta ka dhanka ah Wareeriyay naqshado dhexeeya-maadooyinka. In design oo isku darsan, cilmibaadhe barbardhigay isbedelka ku dhacay natiijo dadka kooxaha daaweynta iyo gacanta. Marka cilmi hore u leedahay warbixin-daaweyn pre, sida waa kiiska in tijaabo badan digital, naqshado isku dhafan waxaa ku haboon u dhexeeya-maadooyinka naqshado sababta oo ah guulaha ee sax ah (eeg Lifaaqa Technical).

Jaantuska 4.5: Saddex naqshado tijaabo. Standard nasiibin tijaabo gacanta ku isticmaali dhexeeya-Maaddada naqshado. Tusaale ka mid ah a design dhexeeya-maadooyinka waa Restivo iyo van de Rijt ee (2012) tijaabo on barnstars iyo kaalmada ay siiyaan Wikipedia: Cilmi-sooc ka qaybgalayaasha kooxo daaweynta iyo gacanta oo kala qaybsantaa, siiyeen ka qaybgalayaasha in kooxda daaweynta barnstar ah, iyo marka la barbar dhigo natiijooyinka labada kooxaha. Nooca labaad oo ah design waa design ah gudahood-maadooyinka. Labada tijaabo ee Schultz iyo saaxiibkiisii ​​ee (2007) daraasad ku saabsan caadooyinka bulshada iyo isticmaalka tamarta lagu muujiyo design a gudahood-maadooyinka: cilmi marka la barbar dhigo isticmaalka korontada ee ka qaybgalayaashu ka hor iyo ka dib markii la helo daaweynta ah. Muddo-maadooyinka naqshado bixiyaan sax tirakoobka hagaagay by baabi'inta u dhexeeya iskuna maado (eeg Technical Lifaaqa), laakiin waxay u furan confounders suurto gal ah (tusaale ahaan, isbeddelka cimilada u dhexeeya muddo-daaweyn pre iyo daaweynta) waa (Greenwald 1976; Charness, Gneezy, and Kuhn 2012) . Muddo-maadooyinka naqshado ayaa sidoo kale tallaabooyin mararka qaar la yiraahdo noqnoqda naqshado. Ugu dambeyntii, naqshado isku qasan isku sax ah wanaagsanaaday gudahood-Maaddada naqshado iyo ilaalinta ka dhanka ah Wareeriyay naqshado dhexeeya-maadooyinka. In design oo isku darsan, cilmibaadhe barbardhigay isbedelka ku dhacay natiijo dadka kooxaha daaweynta iyo gacanta. Marka cilmi hore u leedahay warbixin-daaweyn pre, sida waa kiiska in tijaabo badan digital, naqshado isku dhafan waxaa ku haboon u dhexeeya-maadooyinka naqshado sababta oo ah guulaha ee sax ah (eeg Lifaaqa Technical).

Guud ahaan, qaabaynta iyo natiijooyinka Schultz et al. (2007) u muujiyaan qiimaha dhaqaaqin ka baxsan tijaabo fudud. Nasiib wanaag, aadan u baahan tahay inaad hanad ah si ay u abuuraan tijaabo sidan oo kale. saynisyahano Social yeelatay saddex fikradaha in idinku hanuunin xagga tijaabo hal abuur qaniga ah iyo dheeraad ah: 1) ansax, 2) heterogeneity of saamaynta daaweynta, iyo 3) habab. Taasi waa, haddii aad sii saddexdan fikrado ku hay inta aad la dhigaayo aad tijaabo, aad si dabiici ah abuuri doonaa tijaabo dheeraad ah oo xiiso leh iyo faa'iido leh. Si loo muujiyo, kuwaas oo saddex fikradaha talaabo, waxaan ku tilmaami doonaa tiro ka mid ah tijaabo beerta qayb digital daba-in la dhisay on design ka xarrago leh iyo natiijooyin xiiso leh ee Schultz et al. (2007) . Sida aad arki doonaa, iyada oo design more taxadir, fulinta, falanqaynta, iyo micnaynta, waxaad sidoo kale u guurto tallaabsan karo tijaabo fudud.