Service Design Research For The Mass Participatory Public Welfare Under The Background Of Mobile Internet

With the development of mobile Internet,based on micro-blog,WeChat and other social platforms,as well as the application of innovative social service mode of independent mobile applications has brought unprecedented opportunities and challenges to the public sector.Well-known public services such as "taking photos at hand to rescue abducted children" ? "free lunch" ? "1kg more " and innovative public service platform such as "MiGongYi" ? "Tencent donation" and other,mobile internet has changed the form and depth of public participation in public welfare,reducing the threshold of public participation,and even affect people's concept of public welfare,creating the era of public participation.The success of these public services can not be separated from the support of internet technology,however,the role of the mobile internet is not just a tool,but an important part of public service itself and an important factor in the transformation of public service.So for those who are actively involved in public welfare,how they are involved in these public services under the influence of psychological and behavioral factors? In addition to the obvious features such as the convenience of technology,what makes public service attract public attention and consistent participation? Under this background,this study from the perspective of public participation,with the help of ideas and methods of service design,analysis the psychological mechanism behind the successful cases,so as to put forward practical design for public service strategic guidance for specific.Firstly,through the literature research,this paper reviews the technology and cultural motivation of the public participation in the context of the mobile internet,and analyzes the framework of the personalized behavior based on the connectivity action logic,on the basis of consumer psychology and behavior model,this paper puts forward the theoretical hypothesis of public participation behavior.Secondly,three typical cases and their users are investigated,and the factors affecting the public participation are extracted and refined.Thirdly,on the basis of the behavior model,we develop a user participation feature analysis radar chart and four quadrant service positioning method.Then,summed up the core elements of public service for mass participation,which also the service key contacts,namely connection,interaction and feedback,according to it's second level element,namely the breadth and depth of connecting?interpersonal interaction and human-computer interaction?value feedback and behavior feedback to put forward the corresponding service design strategy.