Information processing device, information processing method, and information processing program

Abstract

To provide an information processing device that motivates a user to continue using a service, reduces a withdrawal rate, and readily provides data.SOLUTION: An information processing device according to the present application includes a classification unit and a determination unit. The classification unit classifies, on the basis of a motivation for obtaining an incentive, a user. The determination unit determines, on the basis of the motivation belonging to the classification corresponding to the user classified by the classification unit, an incentive to be given to the user.SELECTED DRAWING: Figure 5

Description

[Technical Field]

[0001] This invention relates to an information processing device, an information processing method, and an information processing program. [Background technology]

[0002] In recent years, there has been an increase in services that utilize data collected from IT (Information Technology) devices such as smartphones to solve social problems and address user concerns, as well as services that provide users with new experiences. For example, there is a growing trend of services that use statistical analysis and artificial intelligence (AI) technology with data such as traffic volume and pedestrian flow to predict traffic congestion and visitor numbers to tourist destinations, as well as services that provide personalized recommendations based on user attributes and behavioral data.

[0003] Services that utilize user data require a certain amount of data, so motivating users to continue using the service and provide data is a crucial element in increasing the amount of data they provide.

[0004] Traditionally, there are known techniques that motivate users to perform specific actions by allowing them to choose incentives. [Prior art documents] [Patent Documents]

[0005] [Patent Document 1] Japanese Patent Publication No. 2021-170407 [Overview of the project] [Problems that the invention aims to solve]

[0006] However, conventional technologies have failed to motivate users to continue using the service, reduce churn rates, and encourage them to willingly provide data.

[0007] This application was made in view of the above, and aims to stimulate users' motivation to continue using the service, reduce the churn rate, and encourage them to willingly provide data. [Means for solving the problem]

[0008] The information processing device according to the present invention is characterized by having a classification unit that classifies users based on their motivations for acquiring incentives, and a determination unit that determines the incentives to be given to the users based on the motivations belonging to the classifications corresponding to the users classified by the classification unit. [Effects of the Invention]

[0009] According to one embodiment of the system, it is possible to stimulate users' motivation to continue using the service, reduce the churn rate, and encourage them to willingly provide data. [Brief explanation of the drawing]

[0010] [Figure 1] Figure 1 shows an example of the configuration of an information processing system according to an embodiment. [Figure 2] Figure 2 shows the four quadrants of behavioral motivation according to the embodiment. [Figure 3] Figure 3 shows examples of incentive settings corresponding to each of the four quadrants of behavioral motivation according to the embodiment (Part 1). [Figure 4] Figure 4 shows an example of the configuration of a terminal device according to this embodiment. [Figure 5] Figure 5 shows an example of the configuration of an information processing device according to the embodiment. [Figure 6] Figure 6 shows an example of a user information storage unit according to the embodiment. [Figure 7] Figure 7 shows an example of an incentive information storage unit according to the embodiment. [Figure 8] Figure 8 shows an example of information processing according to the embodiment (Part 1). [Figure 9]FIG. 9 is a diagram (part 2) showing an example of setting incentives corresponding to each of the four quadrants of the motivation for action according to the embodiment. [Figure 10] FIG. 10 is a diagram (part 2) showing an example of information processing according to the embodiment. [Figure 11] FIG. 11 is a flowchart showing an example of information processing according to the embodiment. [Figure 12] FIG. 12 is a flowchart showing an example of information processing according to the embodiment. [Figure 13] FIG. 13 is a flowchart showing an example of information processing according to the embodiment. [Figure 14] FIG. 14 is a flowchart showing an example of information processing according to the embodiment. [Figure 15] FIG. 15 is a hardware configuration diagram showing an example of a computer that realizes the functions of the information processing apparatus.

Embodiments for Carrying Out the Invention

[0011] Hereinafter, embodiments (hereinafter referred to as "embodiments") for implementing the information processing apparatus, information processing method, and information processing program according to the present application will be described in detail with reference to the drawings. Note that the information processing apparatus, information processing method, and information processing program according to the present application are not limited by this embodiment. Also, in the following embodiments, the same parts are denoted by the same reference numerals, and redundant explanations are omitted.

[0012] (Embodiment) [1. Configuration of Information Processing System] The information processing system 1 shown in FIG. 1 will be described. As shown in FIG. 1, the information processing system 1 includes a terminal device 101, a terminal device 102, and an information processing device 100. The terminal device 101, the terminal device 102, and the information processing device 100 are communicably connected by wire or wirelessly via a predetermined communication network (network N). FIG. 1 is a diagram showing a configuration example of the information processing system 1 according to the embodiment.

[0013] Terminal devices 101 and 102 are information processing devices used by user UI and user U2, respectively, who utilize a predetermined service that provides users with incentives such as point rewards. Here, the predetermined service is, for example, a service provided by a business operator that manages the information processing device 100. For example, the behavioral data of users U1 and U2 who perform actions such as browsing on the predetermined service is transmitted to the information processing device 100 via terminal devices 101 and 102, respectively. Terminal devices 101 and 102 may be any devices that can realize the processing in the embodiment, such as smartphones, tablet terminals, notebook PCs, desktop PCs, mobile phones, PDAs, etc. Hereinafter, for the sake of convenience in explanation, terminal devices 101 and 102 will be referred to as terminal device 10 as appropriate.

[0014] In the example shown in Figure 1, the information processing system 1 includes two terminal devices 10, terminal device 101 and terminal device 102. However, it may include three or more terminal devices 10, or it may include only one terminal device 10.

[0015] The information processing device 100 is designed to motivate users to continue using the service, reduce churn rates, and encourage them to willingly provide data. For example, the information processing device 100 can be implemented using a server device or a cloud system. Alternatively, for example, the information processing device 100 can be implemented using a server device or a cloud system on the service side that provides a predetermined service that offers incentives to users.

[0016] In providing services that utilize user data, motivating users to willingly provide their data is a crucial element. However, resistance to providing personal data remains strong and is a barrier to service use. One of the contributing factors is the increasing diversity of demands for incentives that directly motivate users to continue using the service.

[0017] In recent years, in addition to incentives that provide a sense of value, such as point rewards and discounts, incentives that satisfy the need for recognition through empathy, and incentives that satisfy altruistic desires, such as using a portion of the purchase price for social contribution, are also gaining importance. Furthermore, UI screen design that matches the needs of users is also becoming increasingly important.

[0018] Extrinsic motivation, which is driven by external factors such as point rewards and discounts, is known to be immediately effective but tends to result in passive and one-off engagements. In contrast to extrinsic motivation, intrinsic motivation, which arises from an individual's internal goals and attitudes, is known to be active, sustainable, and tends to lead to stronger engagement.

[0019] Furthermore, in service design aimed at encouraging behavioral change in users through intrinsic motivation, for example, a mismatch in incentives can occur. For instance, extrinsic motivation can neutralize intrinsic motivation. For example, it has been observed that providing monetary rewards for services with strong social significance can decrease motivation; this phenomenon is called crowding out. Crowding out is a phenomenon where intrinsic motivation is neutralized by extrinsic motivation, and also includes the reverse, i.e., where extrinsic motivation is neutralized by intrinsic motivation. Moreover, designing incentives for users in a way that causes crowding out can lead to user churn. For example, if there is only one incentive option, users who are not attracted to the incentive may refuse to provide data, leading to user churn. To give a specific example, if a user who wants to participate in social contribution activities using a service is given monetary rewards such as discount coupons for participants, they may feel that they are not participating in the activity only for the reward, leading to churn. Therefore, it is important to reduce users' resistance to providing data and increase engagement.

[0020] This application was made in view of the above, and aims to stimulate users' motivation to continue using the service, reduce the churn rate, and encourage them to willingly provide data.

[0021] The incentives needed to prevent crowding out differ depending on whether the user is selfish or altruistic, and whether their desires are intrinsic or extrinsic. For example, if a user is both selfish and extrinsic, providing monetary rewards as an incentive will stimulate their motivation because it is something they have high expectations for. On the other hand, if a user who is both selfish and extrinsic is given an incentive for social contribution, it may not stimulate their motivation because it is something they have low expectations for or do not desire, and may lead to crowding out. Below, we will classify the motivations of users' actions into four quadrants, depending on whether they are selfish or altruistic, and whether their motivations are intrinsic or extrinsic.

[0022] Figure 2 shows the four quadrants of behavioral motivations according to the embodiment. As shown in Figure 2, the behavioral motivations according to the embodiment are classified into four quadrants: "A1", "A2", "B1", and "B2". The letters "A" and "B" represent intrinsic and extrinsic motivation, respectively, while the numbers "1" and "2" represent selfish and altruistic motivation, respectively. For example, a user classified as "A1" is a selfish and intrinsically motivated user.

[0023] The motivations for behavior in "A1" include, for example, intellectual curiosity, self-growth / learning / acquisition, self-confidence / sense of accomplishment, testing one's abilities, professional pride, sense of duty, and the joy of physical activity. In other words, users classified as "A1" are those who take action when their intellectual curiosity is piqued, for example.

[0024] The motivations for behavior in "A2" include, for example, social meaning, contribution / helping others, making others happy, and social change. In other words, users classified as "A2" are those who take action when there is social meaning to it.

[0025] The motivations for behavior in "B1" include, for example, monetary rewards, physical threats, social rewards, fear, vanity / showing off, etc. In other words, users classified as "B1" are those who will take action if, for example, they expect a monetary reward.

[0026] The motivations for behavior in "B2" include, for example, financial assistance to family or others, maintaining / caring for family members' health, medical / welfare services, etc. In other words, users classified as "B1" are those who take action when it leads to, for example, financial assistance to family or others.

[0027] Figure 3 shows examples of incentive settings corresponding to each of the four quadrants of behavioral motivation according to the embodiment. As shown in Figure 3, the incentives given to users are also classified according to the four quadrants of behavioral motivation according to the embodiment. It is thought that motivation will be stimulated by giving incentives corresponding to the quadrant of the user, who has been classified according to the four quadrants of behavioral motivation according to the embodiment. For example, it is thought that motivation will be stimulated by giving incentives such as presenting more difficult problems to users classified as "A1" because their intellectual curiosity will be stimulated. Hereafter, the incentives will be assumed to be predetermined for each of the four quadrants of behavioral motivation according to the embodiment.

[0028] Incentives corresponding to the behavioral motivations of "A1" include, for example, presenting more difficult problems, showing learning history and achievement goals, goal celebrations, ability scoring, medals or stamps, praise-like presentations, and supportive presentations. For example, if users classified as "A1" are given incentives corresponding to the behavioral motivations of "A1," their intellectual curiosity will be stimulated by the incentives, and it is thought that users classified as "A1" will be motivated to take action.

[0029] Incentives corresponding to the "A2" behavioral motivations include, for example, donations to social contribution activities that contribute to solving social problems, the opportunity to see expressions of joy or positive feedback, and the opportunity to see improvements in society. For example, if users classified as "A2" are given incentives corresponding to the "A2" behavioral motivations, the incentives have social meaning, which is likely to stimulate their motivation and prompt them to take action.

[0030] Incentives corresponding to the "B1" behavioral motivations include, for example, point rewards or discounts, exchange for goods, animations such as a character gaining weight, awarding certificates of commendation, animations of items breaking or decreasing, and ranking scores. For example, if a user classified as "B1" is given an incentive corresponding to the "B1" behavioral motivation, it is thought that their motivation will be stimulated and they will take action because they can expect a monetary reward as an incentive.

[0031] Incentives corresponding to the "B2" behavioral motivations include, for example, donating to people in need, using funds for the medical treatment of family members, or contributing to healthcare / welfare. For example, if users classified as "B2" are given incentives corresponding to the "B2" behavioral motivations, it is thought that their motivation will be stimulated and they will take action because the incentives will lead to financial assistance to family and others.

[0032] From this, it is thought that by replacing incentives with those that are sought in line with the user's characteristics (selfish or altruistic) and desires (intrinsic or extrinsic), expectations can be increased, and thus the motivation of more users can be stimulated. Furthermore, it is thought that by combining multiple quadrants of the four quadrants of behavioral motivation according to the embodiment, the motivation of even more users can be stimulated.

[0033] [2. Configuration of the terminal device] Next, the configuration of the terminal device 10 according to the embodiment will be described using Figure 4. Figure 4 is a diagram showing an example of the configuration of the terminal device 10 according to the embodiment. As shown in Figure 4, the terminal device 10 has a communication unit 11, an input unit 12, an output unit 13, and a control unit 14.

[0034] (Communications Section 11) The communication unit 11 is implemented, for example, by a NIC (Network Interface Card). The communication unit 11 is connected to a predetermined network N by wire or wireless connection and transmits and receives information with the information processing device 100, etc., via the predetermined network N.

[0035] (Input section 12) The input unit 12 accepts various operations from the user. For example, the input unit 12 may accept various operations from the user via a touch panel display. Alternatively, the input unit 12 may accept various operations from buttons provided on the terminal device 10, or from a keyboard or mouse connected to the terminal device 10.

[0036] (Output section 13) The output unit 13 is a display screen for a tablet terminal or the like, realized by, for example, a liquid crystal display or an organic EL (Electro-Luminescence) display, and is a display device for displaying various information.

[0037] (Control Unit 14) The control unit 14 is, for example, a controller, and is implemented by a CPU (Central Processing Unit) or MPU (Micro Processing Unit) executing various programs stored in the internal memory of the terminal device 10 using RAM (Random Access Memory) as the working area. For example, these various programs include application programs installed on the terminal device 10. For example, these various programs include application programs that provide user behavior data. The control unit 14 is also implemented by an integrated circuit such as an ASIC (Application Specific Integrated Circuit) or an FPGA (Field Programmable Gate Array).

[0038] As shown in Figure 4, the control unit 14 has a receiving unit 141 and a transmitting unit 142, and realizes or executes the information processing operations described below.

[0039] (Receiver 141) The receiving unit 141 receives information transmitted from the information processing device 100. For example, the receiving unit 141 receives incentives (see Figure 3) corresponding to the user's quadrant, which is classified based on the four quadrants of behavioral motivation according to the embodiment (see Figure 2). The receiving unit 141 then displays the information transmitted from the information processing device 100 on the output unit 13.

[0040] (Transmitter 142) The transmitting unit 142 transmits information received from the user on a predetermined service that provides incentives to the user to the information processing device 100. For example, the transmitting unit 142 transmits user behavior data on the predetermined service to the information processing device 100. Also, for example, the transmitting unit 142 transmits information on the use of incentives received by the receiving unit 141 to the information processing device 100. For example, if the user receives an incentive for point redemption and uses it for point redemption, the transmitting unit 142 transmits information to the information processing device 100 indicating that it has used the incentive for point redemption.

[0041] [3. Configuration of the Information Processing Device] Next, the configuration of the information processing device 100 according to the embodiment will be described using Figure 5. Figure 5 is a diagram showing an example of the configuration of the information processing device 100 according to the embodiment. As shown in Figure 5, the information processing device 100 has a communication unit 110, a storage unit 120, and a control unit 130. The information processing device 100 may also have an input unit (for example, a keyboard or mouse) that receives various operations from the administrator of the information processing device 100, and a display unit (for example, a liquid crystal display) for displaying various information.

[0042] (Communications Department 110) The communication unit 110 is implemented, for example, by a NIC (Network Interface Card). The communication unit 110 is connected to the network N by wire or wireless connection and transmits and receives information to and from terminal devices 10, etc., via the network N.

[0043] (Storage unit 120) The storage unit 120 is implemented by, for example, semiconductor memory elements such as RAM and flash memory, or storage devices such as hard disks and optical discs. As shown in Figure 5, the storage unit 120 has a user information storage unit 121 and an incentive information storage unit 122.

[0044] The user information storage unit 121 stores information about user attributes and behavioral data. Here, Figure 6 shows an example of the user information storage unit 121 according to this embodiment. As shown in Figure 6, the user information storage unit 121 has items such as "user ID", "attributes", and "behavioral data".

[0045] "User ID" indicates identification information used to identify a user. "Attributes" indicate the user's attributes. "Behavioral Data" indicates the user's behavioral data on a given service. In the example shown in Figure 6, conceptual information such as "Behavioral Data #1" and "Behavioral Data #2" is stored in "Behavioral Data," but in reality, information such as coupon usage history ("Used coupon AA1 (January 6, 2022), Used coupon AA2 (January 12, 2022), ...") and search history ("Searched for social contribution activity BB1 (January 7, 2022), Searched for social contribution activity BB2 (January 13, 2022), ...") is stored.

[0046] In other words, Figure 6 shows an example where the user identified by user ID "U1" has the attributes "male (gender), 30s (age), city CC1 (resident), volunteer (hobby), ..." and the behavioral data is "behavioral data #1".

[0047] The incentive information storage unit 122 stores information about incentives that can be provided on a predetermined service. Here, Figure 7 shows an example of the incentive information storage unit 122 according to the embodiment. As shown in Figure 7, the incentive information storage unit 122 has items such as "incentive ID", "quadrant", and "incentive".

[0048] "Incentive ID" indicates identification information for identifying the incentive. "Quadrant" indicates the quadrant corresponding to the incentive among the four quadrants of behavioral motivation according to this embodiment (see Figure 2). "Incentive" indicates the incentive.

[0049] In other words, Figure 8 shows an example where the quadrant corresponding to the incentive identified by incentive ID "I1" is "A1," and the incentive is "to give more difficult problems."

[0050] (Control unit 130) The control unit 130 is a controller, and is implemented, for example, by a CPU or MPU executing various programs stored in the memory device inside the information processing device 100 using RAM as a working area. Alternatively, the control unit 130 is a controller and can be implemented, for example, by an integrated circuit such as an ASIC or FPGA.

[0051] As shown in Figure 5, the control unit 130 includes an acquisition unit 131, a classification unit 132, a determination unit 133, and a provision unit 134, and realizes or executes the information processing operations described below. Note that the internal configuration of the control unit 130 is not limited to the configuration shown in Figure 5, and other configurations are also acceptable as long as they perform the information processing described later.

[0052] (Acquisition part 131) The acquisition unit 131 acquires user information such as user attributes and behavioral data. The acquisition unit 131 may acquire user information from the terminal device 10 or from an external information processing device. For example, the acquisition unit 131 may acquire it from an information processing device on the service side that provides a predetermined service that provides incentives to the user.

[0053] (Classification section 132) The classification unit 132 classifies users based on their motivations for acquiring incentives. For example, the classification unit 132 classifies users based on the four quadrants of motivations according to the embodiment (see Figure 2). For example, the classification unit 132 estimates whether a user's motivation is selfish or altruistic, and whether it is intrinsic or extrinsic, based on user information acquired by the acquisition unit 131, and classifies the user. For example, if the classification unit 132 estimates that a user's motivation is both selfish and intrinsic, it classifies the user in quadrant "A1".

[0054] Furthermore, the classification unit 132 may estimate the user's motivation for behavior based on the user information acquired by the acquisition unit 131, and classify the user based on whether the user's motivation for behavior is selfish or altruistic, and whether it is intrinsic or extrinsic. For example, if the classification unit 132 estimates that the user's motivation for behavior is intellectual curiosity, the user's motivation for behavior is both selfish and intrinsic, and therefore the user may be classified into quadrant "A1".

[0055] Furthermore, if the user information acquired by the acquisition unit 131 already includes information indicating whether the user's motivation for action is selfish or altruistic, and whether it is intrinsically or extrinsically driven, the classification unit 132 may classify the user using predetermined information as the user's motivation for action.

[0056] (Decision Section 133) The decision unit 133 determines the incentive to be given to the user based on the behavioral motivations belonging to the classification corresponding to the user, as classified by the classification unit 132. For example, the decision unit 133 determines the incentive to be given to the user based on whether the behavioral motivations belonging to the classification corresponding to the user are selfish or altruistic, and whether they are intrinsic or extrinsic. For example, if the behavioral motivations belonging to the classification corresponding to the user are both selfish and intrinsic, the decision unit 133 determines the incentive to be given to the user from among the incentives corresponding to quadrant "A1". In this case, the selection of the incentive to be given to the user may be based on any means.

[0057] Furthermore, if the decision unit 133 finds that a predetermined behavioral motivation (for example, intellectual curiosity) is included in the behavioral motivations belonging to the classification corresponding to the user, it may decide to give the user an incentive that has been predetermined and linked to that predetermined behavioral motivation. For example, if the classification unit 132 estimates the user's behavioral motivation, the decision unit 133 may preferentially decide to give the user an incentive that has been predetermined and linked to the user's behavioral motivation.

[0058] (Provider 134) The provisioning unit 134 provides the user with the incentive determined by the decision-making unit 133. For example, the provisioning unit 134 transmits information to the user's terminal device 10 so that the incentive determined by the decision-making unit 133 can be displayed on a predetermined service that grants the incentive to the user. For example, if the incentive to be granted to the user is a coupon such as point redemption or discount, the provisioning unit 134 transmits information so that the coupon can be displayed. Also, for example, if the incentive to be granted to the user is a donation to a social contribution activity, the provisioning unit 134 transmits information so that the information enabling the donation to the social contribution activity can be displayed. When the terminal device 10 receives the information transmitted from the provisioning unit 134, it displays the corresponding incentive on the screen.

[0059] Furthermore, the provisioning unit 134 may transmit information to display a UI screen with a design that matches the user's motivation for action. For example, if the user's motivation for action is selfish and extrinsic, the provisioning unit 134 may transmit information to display a UI screen with a pop-color design, corresponding to incentives such as point rewards or discount coupons, as the design for the UI screen to provide incentives. In this way, the UI screen may be displayed with a design that matches the incentives provided to the user. In addition, the provisioning unit 134 may transmit information to display mainly advantageous information. This allows the design to have a bright image or the UI to be centered on advantageous information, for example, to match the user's motivation for action. Also, for example, if the user's motivation for action is altruistic and intrinsic, the provisioning unit 134 may transmit information to display a UI screen with an earth-color design, corresponding to incentives such as donations to social contribution activities, as the design for the UI screen to provide incentives. In addition, the provisioning unit 134 may transmit information to display mainly information such as local volunteer work or environmental issues. This allows the design to have a green image or the UI to be centered on contribution activities, for example, to match the user's motivation for action. In this way, incentives and UI design can be changed to suit the user, which is thought to prevent user churn and encourage them to willingly provide data.

[0060] Figure 8 shows an example of information processing according to the embodiment. In the example shown in Figure 8, the predetermined service that provides incentives to users is a service in which points can be obtained by specific actions such as visiting the predetermined service, and each user is assumed to be a user who has a certain number of points (P1) from which incentives can be obtained. Also, terminal device 10 11 It is used by user U11 and terminal device 10 12 This will be used by user U12.

[0061] Based on the user information of user U11, the classification unit 132 estimates that user U11's motivations are selfish and extrinsic, as user U11 tends to frequently use discount coupons, and classifies user U11 into quadrant "B1" based on the four quadrants of motivations according to the embodiment. Also, based on the user information of user U12, the classification unit 132 estimates that user U12's motivations are altruistic and intrinsic, as user U12 tends to frequently participate in volunteer activities, and classifies user U12 into quadrant "A2" based on the four quadrants of motivations according to the embodiment.

[0062] The decision unit 133 determines that user U11 has been classified into quadrant "B1" by the classification unit 132, and therefore the incentive to be given to user U11 is a discount coupon. The provision unit 134 then provides information to the terminal device 10 to display the discount coupon within a predetermined area on the predetermined service. 11 It will be sent to. User U11 will use terminal device 10 11 By operating (for example, clicking or tapping) the discount coupon displayed on the screen, points (P1) can be used to exchange for the discount coupon. Also, the decision unit 133 determines that since user U12 has been classified into quadrant "A2" by the classification unit 132, the incentive to be given to user U12 will be a donation to local sports promotion, and the provision unit 134 provides information to the terminal device 10 to enable the donation to local sports promotion and to display the information within a predetermined area on the predetermined service. 12 It will be sent to. User U12 will use terminal device 10 12 By manipulating the information displayed on the screen that enables donations to local sports promotion, users can make donations to local sports promotion using points (P1).

[0063] Figure 8 shows a case where incentives are determined based on the four quadrants of behavioral motivation according to the embodiment, with the incentives corresponding to the user's quadrant being determined. However, there are cases where it is not possible to provide an incentive corresponding to the user's quadrant. For example, this may occur if the service provider providing the incentive does not have an incentive available that corresponds to the user's quadrant.

[0064] Figure 9 shows examples of incentive settings corresponding to each of the four quadrants of behavioral motivation according to the embodiment. As shown in Figure 9, there are cases where the service provider that provides incentives to users can only provide incentives corresponding to quadrant "B1". Figure 10 will be used to explain how to handle cases where an incentive corresponding to the user's quadrant cannot be provided.

[0065] Figure 10 shows an example of information processing according to the embodiment. Note that explanations similar to those in Figure 8 are omitted as appropriate. Also, terminal device 10 21 It is used by user U21 and terminal device 10 22 This will be used by user U22.

[0066] Based on the user information of user U21, the classification unit 132 estimates that user U21's behavioral history is altruistic and extrinsic, as user U21 tends to act with the whole family in mind, and classifies user U21 into quadrant "B2" based on the four quadrants of behavioral motivation according to the embodiment. Also, based on the user information of user U22, the classification unit 132 estimates that user U22's behavioral motivation is altruistic and intrinsic, as user U12 tends to participate in volunteer activities, and classifies user U22 into quadrant "A2" based on the four quadrants of behavioral motivation according to the embodiment.

[0067] Since the classifier 132 classifies the user U21 into the "B2" quadrant, the decision-making unit 133 wants to determine the incentive to be given to the user U21 from the incentives corresponding to the "B2" quadrant. However, as in the example shown in FIG. 9, if no incentive corresponding to the "B2" quadrant is defined, it is determined whether an incentive corresponding to the same externally motivated "B1" quadrant is defined. If an incentive corresponding to the "B1" quadrant is defined, the incentive corresponding to the "B1" quadrant is determined as the incentive to be given to the user U21. In FIG. 10, the decision-making unit 133 determines the incentive corresponding to the "B1" quadrant as the incentive to be given to the user U21, and the providing unit 134 transmits information for displaying the incentive corresponding to the "B1" quadrant to the terminal device 10 21 Since the classifier 132 classifies the user U22 into the "A2" quadrant, the decision-making unit 133 wants to determine the incentive to be given to the user U22 from the incentives corresponding to the "A2" quadrant. However, as in the example shown in FIG. 9, if no incentive corresponding to the "A2" quadrant is defined, it is determined whether an incentive corresponding to the same internally motivated "A1" quadrant is defined. If no incentive corresponding to the "A1" quadrant is defined either, an alternative incentive predetermined as an incentive not classified into the four quadrants of the behavioral motivation according to the embodiment is determined as the incentive to be given to the user U22. In FIG. 10, the decision-making unit 133 determines the alternative incentive as the incentive to be given to the user U22, and the providing unit 134 transmits information for displaying the alternative incentive to the terminal device 10 22 to send.

[0068] The alternative incentives include, for example, increasing bonus points, increasing the point acquisition rate, increasing the point utilization rate, etc. In FIG. 10, the providing unit 134 transmits information for displaying a 10% point increase campaign to the user U22 as an alternative incentive.

[0069] Furthermore, there may be cases where alternative incentives cannot be provided, such as when alternative incentives have not been defined. In such cases, forcing the provision of an incentive may lead to crowding out and user attrition, so it may be better to temporarily withhold any incentives to retain the user. The decision unit 133 decides to forgo the incentive if it cannot provide an alternative incentive. The decision unit 133 may decide to forgo the incentive not only for service-side reasons such as the inability to provide an alternative incentive, but also for reasons on the user's side. For example, the decision unit 133 may decide to forgo the incentive if the user refuses an alternative incentive. In this way, when the decision unit 133 decides to forgo the incentive, the provision unit 134 sends information, for example, to indicate that it is not possible to provide an incentive suitable for the user. The provision unit 134 may also send information to encourage the user to respond to a questionnaire.

[0070] [4. Information Processing Flow] Next, the information processing procedure by the information processing system 1 according to the embodiment will be described using Figures 11 to 14. Figure 11 is a flowchart showing the procedure for determining incentives by the information processing system 1 according to the embodiment.

[0071] As shown in Figure 11, the information processing device 100 performs the incentive granting process by the information processing system 1 according to the embodiment (see Figure 12) (step S101).

[0072] If the information processing device 100 determines that the result in step S101 is YES, it executes the incentive acceptance process by the information processing system 1 according to the embodiment (see Figure 13) (step S102). If the information processing device 100 determines that the result in step S101 is NO, it executes the crowding-out avoidance process by the information processing system 1 according to the embodiment (see Figure 14) (step S103).

[0073] If the information processing device 100 determines YES in step S102, it determines the incentive to be given to the user (step S104). If the information processing device 100 determines NO in step S102, it executes the crowding-out avoidance process by the information processing system 1 according to the embodiment (step S103).

[0074] If the information processing device 100 determines that the result is YES in step S103, it executes the incentive acceptance process by the information processing system 1 according to the embodiment (step S102). If the information processing device 100 determines that the result is NO in step S103, it decides to forgo the incentive (step S105).

[0075] Figure 12 is a flowchart showing the procedure for granting incentives by the information processing system 1 according to the embodiment.

[0076] The information processing device 100 determines whether the motivation to be aroused and the available incentives match in quadrant "A" or quadrant "B" of the four quadrants of behavioral motivation according to the embodiment (step S201).

[0077] If the information processing device 100 determines YES in step S201, it determines whether the motivation to be aroused and the available incentives match in quadrant "1" or quadrant "2" of the four quadrants of behavioral motivation according to the embodiment (step S202). If the information processing device 100 determines NO in step S201, it executes crowding-out avoidance processing by the information processing system 1 according to the embodiment.

[0078] If the information processing device 100 determines that step S202 is YES, it grants the user the matching incentive (step S203). If the information processing device 100 determines that step S202 is NO, it grants the user an incentive that matches in quadrant "A" or quadrant "B" but differs in quadrant "1" or quadrant "2" (step S204). The information processing device 100 then executes the incentive acceptance process by the information processing system 1 according to the embodiment.

[0079] Figure 13 is a flowchart showing the procedure for processing the receipt of incentives by the information processing system 1 according to the embodiment.

[0080] The information processing device 100 determines whether the user has accepted the incentive that was given to them (step S301).

[0081] If the information processing device 100 determines YES in step S301, it determines the incentive to be given to the user (step S302). If the information processing device 100 determines NO in step S301, it executes the crowding-out avoidance process by the information processing system 1 according to the embodiment.

[0082] Figure 14 is a flowchart showing the procedure for crowding out avoidance processing by the information processing system 1 according to the embodiment.

[0083] The information processing device 100 determines whether or not an alternative incentive is available (step S401).

[0084] If the information processing device 100 determines that the answer is YES in step S401, it provides the user with an alternative incentive (step S402). The information processing device 100 then executes the incentive acceptance process according to the information processing system 1 of the embodiment. If the information processing device 100 determines that the answer is NO in step S401, it decides not to provide the incentive (step S403).

[0085] [5. Variations] The information processing system 1 according to the above embodiment may be implemented in various other forms besides the embodiment described above. Therefore, other embodiments of the information processing system 1 will be described below.

[0086] (Provision of combined incentives) In the above embodiment, the case was shown in which the information processing device 100 provides an incentive that matches in quadrant "A" or quadrant "B" but differs in quadrant "1" or quadrant "2", or an alternative incentive. For example, the case was shown in which, if the decision unit 133 has not determined an incentive corresponding to the user's classification among the four quadrants of behavioral motivation according to the embodiment, it decides to provide the user with an incentive corresponding to another classification that matches intrinsically or extrinsically. Furthermore, for example, the case was shown in which, if the decision unit 133 has not determined an incentive corresponding to another classification that matches intrinsically or extrinsically, it provides an alternative incentive.

[0087] If no incentives corresponding to user classifications are defined, the processing of the decision unit 133 is not limited to processing that grants incentives corresponding to other classifications that are intrinsically or extrinsically consistent, or to processing that grants alternative incentives. For example, if only incentives corresponding to other classifications that are intrinsically or extrinsically inconsistent are granted, there is a high possibility of crowding out. Therefore, the decision unit 133 may decide to grant a composite incentive to the user, which is a combination of an incentive corresponding to other intrinsically or extrinsically inconsistent classifications and other incentives. Here, other incentives are, for example, incentives that cannot be provided immediately, such as granting them after one month, but which can be granted if the user waits for one month. Other incentives may also be, for example, incentives that can be granted if the amount is small, such as granting points if the specified amount is not available, but which can be granted if the amount is small. In other words, other incentives are incentives that can be granted if the user agrees to the predetermined conditions, that is, incentives that can become incentives corresponding to the user classification depending on the predetermined conditions.

[0088] Using the example shown in Figure 9, the decision unit 133 determines that since user U21 has been classified into quadrant "B2" by the classification unit 132, it wants to determine the incentive to be given to user U21 from among the incentives corresponding to quadrant "B2". However, if, for example, only incentives corresponding to quadrants "A1" or "A2" are defined, the decision unit 133 will determine the incentive to be given to user U21 to be a combination of an incentive corresponding to quadrant "A1" or "A2" and an incentive that, depending on predetermined conditions, could become an incentive corresponding to quadrant "B2" (or "B1"). Furthermore, since user U22 has been classified into quadrant "A2" by classification unit 132, the decision unit 133 wants to determine the incentive to be given to user U22 from among the incentives corresponding to quadrant "A2". However, if no incentive corresponding to quadrant "A2" is defined, it determines whether or not an incentive corresponding to quadrant "A1" is defined, which is also intrinsically motivated. If no incentive corresponding to quadrant "A1" is defined either, the decision unit 133 determines the incentive to be given to user U22 to be a combination of an incentive corresponding to quadrant "B1" or "B2" and an incentive that can become an incentive corresponding to quadrant "A2" (or "A1") depending on predetermined conditions.

[0089] (Assignment when there are multiple motivations for action) In the above embodiment, the case was shown where the user's motivation for behavior was classified into one of the four quadrants of the motivation for behavior according to the embodiment. However, the case is not limited to such a case where the user's motivation for behavior is classified into only one quadrant, and may be classified into multiple quadrants. For example, the user may have two aspects, such as a selfish and intrinsic aspect and a selfish and extrinsic aspect, or three aspects, such as a selfish and intrinsic aspect, a selfish and extrinsic aspect, and an altruistic and intrinsic aspect, in which the user's behavior is stimulated by multiple aspects.

[0090] The classification unit 132, based on the user's user information, estimates that the user is a user who frequently applies for the lottery, and therefore estimates that the user's motivations are selfish and intrinsically motivated, and altruistic and extrinsically motivated. Based on the four quadrants of motivations according to the embodiment, it classifies the user into quadrants "A1" and "B1". The decision unit 133 then decides that unlocking a new puzzle is the incentive corresponding to the user's multiple classifications of "A1" and "B1". The provision unit 134 transmits information to display information that enables the unlocking of the new puzzle. The provision unit 134 may also transmit information to display a game-colored UI screen as the design of the UI screen for granting the incentive, corresponding to the incentive of unlocking a new puzzle.

[0091] (Estimation of behavioral motives) In the above embodiment, the information processing device 100 was shown to estimate the user's motivation for behavior based on user information relating to the user's attributes and behavioral data. However, the invention is not limited to this example, and the user's motivation for behavior may be estimated based on any user information. For example, the information processing device 100 may estimate the user's motivation for behavior based on user information derived from the user's responses to a questionnaire, etc.

[0092] [6. Effects] As described above, the information processing device 100 according to this embodiment includes a classification unit 132 and a decision unit 133. The classification unit 132 classifies users based on their motivations for acquiring incentives. The decision unit 133 determines the incentives to be given to users based on the motivations belonging to the classifications of users classified by the classification unit 132.

[0093] As a result, the information processing device 100 according to this embodiment can switch the incentives it provides to the user according to the user's motivation, thereby stimulating the user's desire to continue using the service, reducing the churn rate, and encouraging them to willingly provide data.

[0094] Furthermore, the classification unit 132 classifies users based on whether their motivation is selfish or altruistic.

[0095] As a result, the information processing device 100 according to the embodiment can stimulate a motivation for users to continue using the service, based on whether the user's motivation is selfish or altruistic, thereby reducing the churn rate and encouraging them to willingly provide data.

[0096] Furthermore, the classification unit 132 classifies users based on whether their motivation is intrinsic or extrinsic.

[0097] As a result, the information processing device 100 according to the embodiment can stimulate a user's motivation to continue using the service, based on whether the user's motivation is intrinsic or extrinsic, thereby reducing the churn rate and encouraging the user to willingly provide data.

[0098] Furthermore, the classification unit 132 classifies users based on a combination of whether their motivation is selfish or altruistic, and whether it is intrinsically or extrinsically motivated.

[0099] As a result, the information processing device 100 according to the embodiment can stimulate a user's motivation to continue using the service, based on whether the user's motivation is selfish or altruistic, and whether it is intrinsically or extrinsically motivated, thereby reducing the churn rate and encouraging the user to willingly provide data.

[0100] Furthermore, if the decision unit 133 cannot provide an incentive corresponding to the user's classification, it determines that the incentive to be provided to the user will be an incentive corresponding to the user's classification and another common classification, whether intrinsic or extrinsic.

[0101] As a result, the information processing device 100 according to the embodiment can provide incentives corresponding to classifications that are at least intrinsically or extrinsically motivated and share common characteristics. Therefore, it can avoid crowding out and prevent dropouts more effectively than providing incentives corresponding to other classifications that do not share common characteristics.

[0102] Furthermore, the decision unit 133 determines the incentives to be given to the user by combining the user's classification, incentives corresponding to other classifications that are intrinsically or extrinsically different, and incentives that can become incentives corresponding to the user's classification according to predetermined conditions.

[0103] As a result, the information processing device 100 according to the embodiment can avoid crowding out and prevent dropouts even when it is not possible to provide incentives corresponding to a common classification of intrinsic or extrinsic motivations.

[0104] [7. Hardware Configuration] Furthermore, the information processing device 100 according to the above-described embodiment is realized by a computer 1000 having a configuration such as that shown in Figure 15. Figure 15 is a hardware configuration diagram showing an example of a computer that realizes the functions of the information processing device 100. The computer 1000 includes a CPU 1100, RAM 1200, ROM 1300, HDD 1400, communication interface (I / F) 1500, input / output interface (I / F) 1600, and media interface (I / F) 1700.

[0105] The CPU 1100 operates based on programs stored in the ROM 1300 or HDD 1400, and controls various parts. The ROM 1300 stores boot programs executed by the CPU 1100 when the computer 1000 starts up, as well as programs that depend on the computer 1000's hardware.

[0106] The HDD1400 stores programs executed by the CPU1100, as well as data used by such programs. The communication interface1500 receives data from other devices via a predetermined communication network and sends it to the CPU1100, and transmits data generated by the CPU1100 to other devices via the predetermined communication network.

[0107] The CPU 1100 controls output devices such as displays and printers, and input devices such as keyboards and mice, via the input / output interface 1600. The CPU 1100 acquires data from input devices via the input / output interface 1600. The CPU 1100 also outputs the generated data to output devices via the input / output interface 1600.

[0108] The media interface 1700 reads a program or data stored in the recording medium 1800 and provides it to the CPU 1100 via the RAM 1200. The CPU 1100 loads the program from the recording medium 1800 onto the RAM 1200 via the media interface 1700 and executes the loaded program. The recording medium 1800 is, for example, an optical recording medium such as a DVD (Digital Versatile Disc) or PD (Phase Change Rewritable Disk), a magneto-optical recording medium such as an MO (Magneto-Optical disk), a tape medium, a magnetic recording medium, or a semiconductor memory.

[0109] For example, when computer 1000 functions as an information processing device 100, the CPU 1100 of computer 1000 realizes the functions of the control unit 130 by executing programs loaded onto RAM 1200. The CPU 1100 of computer 1000 reads and executes these programs from the recording medium 1800, but as another example, these programs may be obtained from other devices via a predetermined communication network.

[0110] Although some embodiments of the present invention have been described in detail above with reference to the drawings, these are illustrative examples, and the present invention can be implemented in various other forms with modifications and improvements based on the knowledge of those skilled in the art, starting with the embodiments described in the disclosure section of the invention.

[0111] [8. Other] Furthermore, among the processes described in the above embodiments and modifications, all or part of the processes described as being performed automatically can be performed manually, or all or part of the processes described as being performed manually can be performed automatically by known methods. In addition, the processing procedures, specific names, and information including various data and parameters shown in the above document and drawings can be changed at will unless otherwise specified. For example, the various information shown in each figure is not limited to the information shown.

[0112] Furthermore, the components of each illustrated device are functionally conceptual and do not necessarily need to be physically configured as shown. In other words, the specific forms of distribution and integration of each device are not limited to those shown, and all or part of them can be functionally or physically distributed and integrated in any unit according to various loads, usage conditions, etc.

[0113] Furthermore, the embodiments and modifications described above can be combined as appropriate, provided that the processing content is not inconsistent.

[0114] Furthermore, the terms "section, module, unit" mentioned above can be replaced with "means," "circuit," etc. For example, a specific section can be replaced with a specific means or a specific circuit. [Explanation of symbols]

[0115] 1. Information Processing System 10 Terminal devices 100 Information Processing Devices 110 Communications Department 120 Storage section 121 User information storage unit 122 Incentive Information Storage Unit 130 Control Unit 131 Acquisition Department 132 Classification Department 133 Decision Section 134 Provision Department N Network

Claims

1. A classification unit that categorizes users based on their primary motivation for obtaining incentives, A decision unit determines the incentive to be given to the user based on a second motivation belonging to the classification corresponding to the user classified by the classification unit, It has, The aforementioned determination unit, If the second motivation includes the first motivation estimated based on the user's user information, the incentives predetermined and linked to the first motivation are determined to be preferentially given to the user. An information processing device characterized by the following:

2. The aforementioned classification unit is The users are classified based on whether the first motivation is selfish or altruistic. The information processing apparatus according to feature 1.

3. The aforementioned classification unit is The users are classified based on whether the first motivation is intrinsic or extrinsic. The information processing apparatus according to feature 1.

4. The aforementioned classification unit is The users are classified based on the combination of whether the first motivation is selfish or altruistic, and whether it is intrinsically or extrinsically motivated. The information processing apparatus according to feature 1.

5. The aforementioned determination unit, If it is not possible to provide an incentive corresponding to the user's classification, the incentive to be provided to the user shall be determined to be an incentive corresponding to the user's classification and other common classifications, whether intrinsic or extrinsic. The information processing apparatus according to any one of claims 2 to 4.

6. The aforementioned determination unit, The incentives to be given to the user are determined by combining the user's classification, incentives corresponding to other classifications that are intrinsically or extrinsically generated and do not overlap, and incentives that, depending on predetermined conditions, can become incentives corresponding to the user's classification. The information processing apparatus according to feature 5.

7. A method of information processing performed by a computer, A classification process that categorizes users based on their primary motivation for obtaining incentives, A decision step in which an incentive to be given to a user is determined based on a second motivation belonging to the classification corresponding to the user classified by the classification step, Includes, The aforementioned decision-making process is, If the second motivation includes the first motivation estimated based on the user's user information, the incentives predetermined and linked to the first motivation are determined to be preferentially given to the user. An information processing method characterized by the following:

8. A classification procedure for classifying users based on their primary motivation for obtaining incentives, A decision procedure for determining the incentive to be given to a user based on a second motivation belonging to the classification corresponding to the user classified by the above classification procedure, Have the computer run it, The aforementioned decision procedure is: If the second motivation includes the first motivation estimated based on the user's user information, the incentives predetermined and linked to the first motivation are determined to be preferentially given to the user. An information processing program characterized by the following features.

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