A Study Of The Influence Of Design Features On The Evaluation Of Public Data Trading Platforms

Data elements are fundamental and strategic resources for socio-economic development.As an emerging public organization in an intelligent society,the establishment of public data trading platform has increasingly become an important channel to fully exploit the value of data.At present,China’s public data trading platform construction enthusiasm of the status quo and the problem of varying levels of development coexist,the contradiction between data trading field cold and active off-site prominent,public data trading platform from the full play of its institutional effectiveness still exists a large gap.One of the important reasons is that the current public data trading platform is mainly planned and constructed based on the top-down logic,and has not yet been organically integrated into the bottom-up construction logic centered on citizens’ experience.Based on service design theory,this study investigates how the key design features of public data trading platforms affect citizens’ preferences and actual evaluations of the platforms from the perspective of citizens’ personal experiences,using a combination of quantitative analysis of policy literature and joint experimental methods.First,we construct a 3*4 typological analysis framework of "transaction links-value criteria",and through quantitative research on the existing transaction rules of public data trading platforms,we refine the key design features of public data trading platforms in six dimensions,such as qualification and compliance assessment,and analyze the different platforms in terms of We also analyze the diverse practice paths of different platforms in the feature dimensions,and supplement them with cutting-edge industry exploration and theoretical literature.Second,we combine the key design features of public data trading platforms and multiple practice paths in each feature dimension to construct alternative options for joint experiments.Based on the Credamo Seeing Number survey platform,1000 valid subjects were recruited and each subject was asked to evaluate 6 sets of randomly generated joint experiment scenarios,and the experimental data analysis and robustness tests were conducted by the R language cjoint program package.By analyzing the treatment effects of the six design features and their levels,we found that:(1)In terms of qualification certification,when the design feature level changes from "cell phone number binding registration" to "real name and use cell phone number registration" and "review qualification and authorization",citizens’ willingness to choose the platform increases by 5.1% and 8.9% respectively.(2)In terms of compliance assessment,citizens’ willingness to choose a platform increases by 3.6% and 6.7% when the level of design features changes from "trading platform" to "competent entity" and "third party",respectively.(3)In terms of product filtering,when the level of design features changes from "non-filterable" to "single filter","direct search","combination filter " and "combined filter and direct search",citizens’ willingness to choose a platform increases by 11.1%,12.5%,13.0% and17.5%,respectively.(4)When the level of design features changed from "basic information" to "information,scenarios and domains" and "information,scenarios,domains and evaluations" in the product presentation,citizens’ willingness to choose the platform 2.5% and 4.0% higher,respectively.(5)In terms of transactions,citizens’ willingness to choose a platform increases by 13.0% and 20.6% when the level of design features changes from "non-disclosure" to "staged disclosure" and "real-time disclosure",respectively.(6)In terms of service consultation,citizens’ willingness to choose the platform decreased by 1.5% when the level of design features changed from "waiting for an answer" to "telephone consultation" and increased by 5.3% when it changed to "real-time feedback".In addition,the study discusses the impact of digital literacy differences on platform evaluation.By analyzing the interaction effects of digital literacy variables with each attribute variable,the study finds that citizens with higher levels of digital literacy tend to prefer a more stringent way of trading qualification authentication,real-time public data trading quotes release,and more immediate and efficient consultation feedback channels.The results of a series of robustness tests indicate that the analysis of the experimental data in this paper is generally robust.The research findings of this paper have certain practical implications for the design optimization of future public data trading platforms at the micro level.The public data trading platform should establish a reasonable and standardized data trading access system,cooperate with third parties to provide professional product compliance assessment services,focus on user experience to improve the selectivity of platform services,provide matching product information for citizens’ needs,do a good job of information disclosure to meet citizens’ expectations for service transparency,and optimize the service consultation mode to enhance the responsiveness of the platform.In the future,the universality of the findings should be expanded in terms of the coverage of the research subjects and the richness of the research samples,the scientificity of the findings should be further enhanced in terms of the completeness of the research variables,and the extrapolation of the findings of the joint analysis should be enhanced by further behavioral willingness surveys,or a combination of actual behavioral observations and preference surveys in terms of the research methods.