Identify the characters as persuasive features of cycling through focus group

After rich experiences of target behaviors from role model participants are collected by researchers, the characters are extracted and organized in the ACV matrices. However, for applying the user study results in the development of persuasive systems, the conjunction of components in behaviors and persuasive tools have not constructed yet.

As attributes, consequence, and values in the behaviors of role model participants are identified and related in the ACV matrices, that means the persuasive components are extracted. For persuading audiences change to the target behaviors, we propose to use the extracted “attributes” of to develop the persuasive strategies. From the perspective of users, the extracted attributes represent the participants’ feelings and impressions through target behaviors; while the attributes represent the behavior characteristics based on the point of tools. To compare the two meanings of attribute, we use

Values

Consequences

Attribute

Consequence

Attribute

Consequence Values

43 the design features as reference to character each persuasive features of behavior attribute. Figure 3-6 diagrams the corresponding relationship between attribute and persuasive features in the ACV structure.

Fig. 3-6 The structural diagram of relationship connected between cycling attributes and persuasive features

The design features constructed systematically by Oinas-Kukkonen and Harjumaa (2009) for evaluating the persuasive system content and software functionality. It provides a systematic reference to check the persuasive features of each attribute in target behavior, and also bridges the user study results as persuasive components. The principles of features are listed in table 3-5. Through the process of focus group, three to four experts of experienced system designers and producers are invited to assign the fifty-one cycling attributes with different weight in three levels of score 9, 3, 1 with corresponding to twenty-eight persuasive design features.

Table 3-5 Design features of persuasive system (Oinas-Kukkonen and Harjumaa, 2009) Primary task support

Feature Principle

1 Reduction(Simplifying) A system that reduces complex behavior into simple tasks help users perform the target behavior and it may increase the benefit/cost ratio of a behavior

2 Tunneling(Guided) Using the system to guide users through a processor experience provides opportunities to persuade along the way

3 Tailoring(Customization) Information provided by the system will be more persuasive if it is a tailored to the potential needs, interests, personality, usage context, or other factors relevant to a user group

4 Personalization A system that offers personalized content or services has a greater capability for persuasion

5 Self-monitoring A system that helps track one’s own performance or status supports in achieving goals

6 Simulation System that provide simulations can persuade by enabling them to observe immediately the link between the cause and its effect.

7 Rehearsal A system providing means with which to rehearse a behavior can enable people to change their attitudes or behavior in the real world

Persuasive feature 1

44 Dialogue support

8 Praise By offering praise a system can make users more open to persuasion

9 Rewards Systems that reward target may have great persuasive powers

10 Reminders If a system reminds users of their target behavior, the users will more likely achieve their goals

11 Suggestions System offering suggestions at opportune moments will have greater persuasive powers

12 Similarity People are more readily persuaded through systems that remind themselves in some meaningful way

13 Liking A system that is visually attractive for its users is likely to be more persuasive

14 Social role If a system adopts a social role, users will more likely use it for persuasive purposes System credibility support

15 Trustworthiness A system that is viewed as trustworthy (truthful, fair, and unbiased) will have increased powers of persuasion

16 Expertise A system that is viewed as incorporating expertise (knowledge, experience, and competence) will have increased powers of persuasion

17 Surface credibility People make initial assessments of the system credibility based on a firsthand inspection

18 Real-world feel A system that highlights people or organization behind its content or services will have more credibility

19 Authority A system that leverages roles of authority will have enhanced powers of persuasion

20 Third-party endorsement Third-party endorsements, especially from well-known and respected sources, boost perceptions on system credibility

21 Verifiability Credibility perceptions will be enhanced if a system makes it easy to verify the accuracy of site content via outside sources

Social support

22 Social learning A person will be more motivated to perform a target behavior if he or she can use a system to observe others performing the behavior

23 Social comparison System users will have a greater motivation to perform the target behavior if they can compare their performance with the performance of others

24 Normative influence A system can leverage normative influence or peer pressure to increase the likelihood that a person will adopt a target behavior

25 Social facilitation System users are more likely to perform target behaviors if they discern via the system that others are performing the behavior along with them

26 Cooperation A system can motivate users to adopt a target attitude or behavior by leveraging human being’s natural drive to co-operate

27 Competition A system can motivate users to adopt a target attitude or behavior by leveraging human beings’ natural drive to compete

28 Recognition By offering public recognition (for an individual or a group), a system can increase the likelihood that a person or group will adopt a target attitude or behavior

45

Chapter 4

Results and findings

Since we develop the user study process and proceed in previous illustrations in chapter 3, we focus on a persuasion issues for examining a practical case and propose the results and findings. The gender difference of cycling participation in Taiwan is the targeted persuasion issue to develop persuasion strategies for motivating female participate in cycling through persuasive technologies design.

Therefore, clarifications of problems from female without cycling and experiences of female cyclists are delivered in this chapter. Two groups of user study results are conducted and explaining for further discussions. Also, for encouraging female cycling activities, we aim to conduct the persuasion strategies from these results for developing or evaluating the persuasive systems.

From the potential influenced participants, we conduct their daily life records through means-end analysis to produce affinity diagram to clarify the values inherent in their lives. There are also two personas built for presenting and realizing the attributes of needs and problems in real context. On the other side, results of female cyclists are conducted through means-end approach to analysis attributes, consequences, and values in their cycling experiences and construct with their relationship in matrices.

The persuasive features results which are weighed with corresponding cycling attributes through focus group are also presented. They are employed for proposing the influential persuasive features with causing persuasive consequences for female cycling.