CAREER: Advancing Social Computing with Tailored Motivators

这个项目将能够为使用社会技术制定适合个人的激励措施，例如，鼓励用户贡献知识、提供情感支持或整理在线系统上的信息的各种激励措施。该项目包括：(1)使用一系列对照研究来研究动机与动机的匹配；(2)通过分析潜在动机如何预测社交技术的使用，开发模型来推断用户的动机概况；(3)应用和评估量身定制的激励因素，以鼓励用户在自然环境中参与。这项研究的结果将促进对一个人的动机如何影响他或她对社交技术的使用的科学理解。它还将通过阐明奖励类型之间的复杂关系以及它们如何被不同的潜在动机所调节来影响行为，从而加深我们对人类动机的理解。此外，该研究还将产生识别用户动机概况的模型，以及研究人员和设计师定制动机的通用设计框架，连接多个学科。开发的动机概况和设计框架可能有助于解决社会技术中各种各样的日常动机挑战，以改善知识共享，社会支持和信息表示。通过合作项目，这项研究还将有助于改变健康行为，鼓励献血和对抗婴儿肥胖。最后，通过一个综合的教育计划，这个研究项目还将有助于提高一般的课堂学习，研究生课程和高中夏令营的创建，以及跨学科研究方法的学者培训。

This project will enable the development of personally-tailored motivators for the use of social technologies, e.g., various incentives to encourage users to contribute knowledge, provide emotional support or curate information on an online system. The project includes (1) study of motivator-to-motivation matching using a series of controlled studies, (2) development of models to infer users' motivation profiles through analyzing how underlying motivations predict usages of social technologies, and (3) application and evaluation of tailored motivators to encourage user-participation in naturalistic settings. The results of this research will advance scientific understanding of how a person's motivations influence his or her usage of social technologies. It will also deepen our understanding of human motivations more generally by elucidating the intricate relationship between the types of rewards and how they are moderated by different underlying motivations to affect behaviors. In addition, the research will also result in models for identifying users' motivation profiles, and a general design framework for researchers and designers to tailor motivators, bridging multiple disciplines.The developed motivation profiles and design framework may be useful to tackle a variety of everyday challenges of motivation in social technologies to improve knowledge sharing, social support and information representation. Through collaborative projects, this research will also aid health behavior change efforts to encourage blood donation and combat infant obesity. Finally, through an integrated educational plan, this research program will also contribute to improving general classroom learning, the creation of a graduate course and high school summer camp, and the training of scholars in interdisciplinary research methods.