4.6.2 beddel, loo tijaabiyo, oo la yareeyo

Dhig tijaabo dheeraad ah oo dadnimo by bedelay tijaabo la cilmiga non-tijaabo, hagaajinaayo daweynta, iyo yaraynta tirada ka qayb galayaasha.

piece labaad ee talo aan jeclaan lahaa in ay bixiyaan oo ku saabsan naqshadaynta tijaabo digital ku saabsan anshaxa. Sida Restivo iyo van de Rijt ah tijaabo on barnstars in shows Wikipedia, hoos kharashka ka dhigan tahay in anshaxa noqon doonaa qayb ka mid ah si sii kordhaysa muhiim ah oo design cilmi. Intaa waxaa dheer in ay qaab anshax hogaamiyay maadooyinka aadanaha cilmi aan ku tilmaami doonaa Cutubka 6, cilmi dhigaayo tijaabo digital dhaamin kartaa fikrado anshaxa ka il oo kala duwan: mabaadi'da anshaxa horumariyo si uu u hago tijaabo ku lug leh xoolaha. Gaar ahaan, in buugga Principles durkin ay of Technique tijaabooyin Humane, Russell and Burch (1959) soo jeediyay saddex mabaadi'da in hanuuniyo cilmi xoolaha: beddel, loo tijaabiyo, oo la yareeyo. Waxaan jeclaan lahaa in ay soo gudbiyaan in R saddex ayaa sidoo kale loo isticmaali karaa in-yar modified qaab-Hanuunisid design ee tijaabo aadanaha. Khaas ahaan,

• Beddel: la hababka yaryahay haddii ay suuragal tahay beddel tijaabo
• Sifee: Sifee daaweynta si ay u sir la'aada sida sida ay suuragal tahay
• Iska yaree: Yaree tirada ka-qaybgalayaasha in aad tijaabo sida ugu badan ee suurto gal ah

In si uu ugu caddeeyo, kuwaas oo saddex R ee la taaban karo oo ay u muujiyaan sida ay keeni kartaa in ay si fiican iyo si ka sii dadnimo design tijaabada, waxaan ku tilmaami doonaa ah tijaabo beerta online in ahbaa dood anshaxa. Markaas ayaan ku tilmaami doonaa sida saddex R ee soo jeedinaayaan isbedel la taaban karo oo wax ku ool ah in ay design ee tijaabo ah.

Mid ka mid ah tijaabo beerta digital ugu anshax laga dooday waa "Qiirada cudurkeenaha," taas oo la sameeyay by Adam Kramer, Jamie Gillroy, iyo Jeffrey Hancock (2014) . Tijaabada ka dhacay on Facebook oo waxaa lagu dhiiriyo isku darka su'aalo cilmi ah oo la taaban karo. Isla mar, jidka xukuma in dadka isticmaala ku milmay Facebook ahaa Feed News ah, set ah algorithmically curated of updates xaaladda Facebook ka user ah ee saaxiibada Facebook. Eedaha qaar ee Facebook ayaa soo jeediyay in sababta oo ah Feed News uu leeyahay inta badan wanaagsan posts-saaxiibo muujinaya off ay ugu dambeeyay xisbiga-u keeni karaa dadka isticmaala si ay u dareemaan murugo sababtoo ah noloshooda u muuqdaan kuwo ka yar xiiso leh oo u qalma. Dhinaca kale, waxaa laga yaabaa in saameyn uu yahay dhab ahaan kasoo horjeeda, malaha maxaa yeelay, saaxiib aad waqti fiican ka dhigi lahaa in aad ku faraxsan dareemayaa? Si wax looga qabto kuwaas oo ku tartamaya fikrad-iyo si loo horumariyo fahamka sida qofka dareenka yihiin saamaysay saaxiibadeed 'our dareenka-Kramer iyo asxaabtii orday tijaabo ah. Cilmibaadhayaasha ayaa kaalinta oo ku saabsan 700,000 dadka isticmaala galay afar kooxood oo muddo hal todobaad ah, "dhaleeceynta dhimay" koox, waayo, kii posts erayo xun (sida, murugo) ayaa kala sooc lahayn hor istaagay ka muuqday Feed News ah; a "positivity dhimay" group waayo, kii posts erayo wanaagsan (tusaale ahaan, ku faraxsanahay) ayaa kala sooc lahayn hor istaagay, iyo laba kooxood oo gacanta ku. In group gacanta for "dhaleeceynta dhimay" ee kooxda, posts ayaa kala sooc lahayn hor istaagay heerka la mid ah "dhaleeceynta dhimay" kooxda sida laakiin iyada oon loo eegin content dareenka. group gacanta The for "positivity dhimay" kooxda ayaa la dhisay in fashion ah isku midka ah. design ee tijaabiyaan this muujinaysaa in kooxda ay gacanta ku haboon ma aha had iyo jeer mid la beddelmin. Saas ma aha, mararka group gacanta ku helo daaweynta si loo abuuro barbardhigo saxda ah in su'aasha cilmi ah u baahan tahay. Xaaladaha oo dhan, posts la hor istaagay ka Feed News weli ahaayeen heli karo si ay dadka isticmaala iyada oo qaybaha kale ee website-ka Facebook.

Kramer iyo asxaabtii helay in ka qaybgalayaasha in positivity hoos xaalad, boqolleyda erayo wanaagsan in updates xaaladda ay hoos iyo boqolleyda erayada xun kordhay. Dhinaca kale, ka qaybgalayaasha in xaalad dhaleeceynta hoos ku, boqolleyda erayo wanaagsan oo kordhay iyo boqolleyda erayada xun hoos u dhacay (Jaantuska 4.23). Si kastaba ha ahaatee, saamaynta kuwanu waxay ahaayeen kuwo ku yar, farqiga u erayo xun iyo wax wanaagsan daaweynta u dhexeysa oo gacanta ku ahayd qiyaastii 1 ee 1,000 erayada.

Jaantuska 4.23: Caddeynta sadhaysan dareenka (Kramer, Guillory, and Hancock 2014) . Boqolkiiba erayada fiican oo erayada xun by xaalad tijaabo. Baararka wakiil qiyaasay khaladaad caadiga ah.

Waxaan gelin dood ah dhinacyada sayniska ee tijaabiyaan this qaybta akhriska sii dhamaadka cutubka, laakiin nasiib daro, tijaabiyaan this waa kan ugu wada yaqaan u dhalin karo dood anshaxa. Just maalmood ka dib warqad this waxaa la daabacay Talaaboda of Academy Qaranka ee Sciences, waxaa jiray buuq wayn oo ka cilmi iyo saxaafadda labada. Caro agagaarka warqada diiradda saaray laba dhibcood oo muhiim ah: 1) ka qayb-galayaasha oo aan siin ogolaansho kasta oo ka baxsan shuruudaha-of-adeegga Facebook caadiga ee daaweynta ah in qaar waxay u maleeyeen uu keeni karo dhibaato ka qaybgalayaasha iyo xisbiga saddexaad 2) daraasadda ayaa kama maray anshaxa dib u eegis (Grimmelmann 2015) . The su'aalo anshax sara dood this sababay weriyey in si deg deg ah u daabacaan "hadal tifaftirka walaac" naadir ah oo ku saabsan anshaxa iyo geeddi-socodka dib u eegista anshaxa cilmibaadhista (Verma 2014) . In sano ee ku xiga, tijaabo ayaa sii waday in ay noqon il dood culus iyo khilaaf, iyo khilaaf waxa laga yaabaa lahaa saamaynta waye of wadista galay hoosku tijaabo kale oo fara badan ayaa lagu sameeyaa by shirkadaha (Meyer 2014) .

Marka la eego asalka in ku saabsan cudurada faafa Qiirada, haatan waxaan jeclaan lahaa in aan muujiyo in 3 R ee soo jeedin karo la taaban karo, horumarka la taaban karo ee waxbarashada dhabta ah (wax kasta oo aad shaqsi ahaan u malaynayso oo ku saabsan anshaxa ee tijaabiyaan this gaar ah). R koowaad waa beddel: cilmi waa in doonayaan in ay bedeli tijaabo la farsamooyin yar invasive iyo khatar, haddii ay suuragal tahay. Tusaale ahaan, halkii socda tijaabo ah, cilmi ah ayaa logana faa'idaysto tijaabo dabiiciga ah. Sida lagu qeexay cutubka 2, tijaabo dabiiciga yihiin xaaladaha ay wax ku dhacaan adduunka in approximates shaqo ee kadiska ah ee daawaynta (tusaale ahaan, bakhtiyaa ah in ay go'aan ka gaadho qofka loo qoray doonaa ciidanka). Faa'iidada of tijaabo dabiiciga ah waa in cilmi ma u leeyihiin in ay ka samatabbixin daaweynta; deegaanka ma in aad for. In si kale loo dhigo, la tijaabo dabiici ah, cilmi ma loo baahan yahay in experimentally dubaridi dadka News cunto siiya.

Dhab ahaantii, ku dhowaad mar la tijaabo ku sadhaysan Qiirada, Coviello et al. (2014) waxaa ka faaidaysta waxa laga yaabaa inuu ku sadhaysan tijaabo dabiiciga Qiirada. Ay hab, oo wuxuu isticmaalayaa farsamo la yiraahdo doorsoomayaasha xarkaha, waa yara adag haddii aad marna ka hor arkay. Sidaas, si ay u sharaxdo sababta ay loo baahan yahay, ha dhisin in ay. Fikradda marka hore in cilmi qaar ka mid ah laga yaabo inaad wax ka barato ku sadhaysan dareen ahaan lahayd inay is barbar dhigaan posts aad maalmaha meesha Feed News ahaa mid aad u wanaagsan in posts aad maalmaha meesha Feed News ahaa mid aad u xun. Habkani wuxu noqon lahaa wanaagsan haddii goolka kaliya ay ahayd in la saadaaliyo content dareenka of posts aad, laakiin hab tani waa dhibaato haddii hadafka la leeyahay waa inaad wax ka barato saamaynta sababaha aad Feed News on posts aad. Si aad u aragto dhibaato la design this, ka fiirso Thanksgiving. In Maraykanka, posts wanaagsan kororka iyo posts negative xadhiggii miisaanka on Thanksgiving. Sidaas darteed, on Thanksgiving, cilmi arki kartaa in aad Feed News ahaa mid aad u wanaagsan iyo in aad sidoo posted waxyaalo wanaagsan. Laakiin, aad posts wanaagsan ayaa sababtay by Thanksgiving ma by content ee Feed News. Halkii, si ay u qiyaasto sababaha cilmi saamayn u baahan tahay wax badala content ee Feed News oo aan si toos ah la beddelo dareenkaaga. Nasiib wanaag, waxaa jira wax u eg in waqti ka dhacaya oo dhan, cimilada.

Coviello iyo shaqaalaheeda lagu ogaaday in maalin roobaadka ee qof ee magaalada doonaa, celcelis ahaan, hoos u tiro ka mid ah posts fiican by saabsan 1 dhibic Boqolkiiba iyo in la kordhiyo saamiga of posts kuwa xun by saabsan 1 dhibic Boqolkiiba. Markaas, Coviello iyo asxaabtii faa'idaysto xaqiiqda inaad wax ka barato ku sadhaysan dareen aan baahida loo qabo in experimentally dubaridi qof ee Feed News. In nuxurka waxay camal faleen waa qiyaas sida posts aad ayaa saamaysay by cimilada ee magaalooyinka halkaas oo aad saaxiibo ku nool. Si aad u aragto sababta ay tani macno, qiyaasi in aad ku nooshahay City New York iyo aad leedahay saaxiib oo ku nool Seattle. Haddaba qiyaasi in maalin maalmaha ka mid waxa ay ka bilaabataa da'ayo ee Seattle. Tani roobka ee Seattle si toos ah ma saameyn doonto niyadda, laakiin waxa ay ka dhigi doonaa in aad Feed News inay wax wanaagsan ka yar iyo in ka badan xun sababtoo ah posts saaxiib aad ee. Sidaas darteed, roobka ee Seattle kala sooc lahayn jarjartay aad Feed News. Turning dareen this galay hab lagu kalsoonaan karo tirakoobka waa mid adag (oo hab saxda ah loo isticmaalo by Coviello iyo asxaabtii uu yahay xoogaa non-caadiga ah) si aan gelin dood faahfaahsan oo dheeraad ah ee qaybta akhriska dheeraad ah. Waxa ugu muhiimsan in la xasuusto oo ku saabsan Coviello iyo hab saxiibkii waa in ay u sahlay in ay bartaan ku sadhaysan dareen aan baahida loo qabo in ay maamulaan tijaabo ah in laga yaabo waxyeeli kara ka qayb-galayaasha, oo waxaa laga yaabaa in ay dhacdo in gooba badan oo kale oo aad ka bedeli kartaa tijaabo kale farsamooyinka.

Labaad ee 3 Rs waa nadiifin: cilmi waa in doonayaan in ay nadiifin daaweynta ay si ay u keeni karo dhib yar suurto gal. Tusaale ahaan, halkii ay ka xanibeen content in uu ahaa mid togan ama taban, cilmi ah ayaa ka farxiyay laga yaabaa content in ay ahayd togan ama taban. Tani design hagaajinaysa beddeleen lahaa content dareenka ka qaybgalayaasha News cunaa, laakiin waxa ay ku qaban doono mid ka mid ah walaac ah in dhaleecayn muujiyay, in tijaabo ay sababi karaan ka qaybgalayaasha in ay ka maqnaan macluumaad muhiim ah in ay Feed News. Iyada oo design loo isticmaalo by Kramer iyo asxaabtii, farriin ah in uu yahay muhiim u tahay sida ay u badan tahay in la xakameeyo sida mid ma aha. Si kastaba ha ahaatee, la design a hagaajinaysa, fariimaha la barakacay lahaa noqon lahaa kuwa yar oo muhiim ah.

Ugu dambeyntii, saddexaad R yahay yaree: cilmi waa gooba in la yareeyo tirada ka-qaybgalayaasha in ay tijaabiyaan, haddii ay suuragal tahay. In la soo dhaafay, hoos u this si dabiici ah ku dhacday, maxaa yeelay, kharashka variable of tijaabo analog ahaa sare, kaas oo dhiirri-galiyay in ay cilmi-xoojiya design iyo falanqaynta. Si kastaba ha ahaatee, marka ay jirto eber xogta kharashka variable, cilmi ma wajihi caqabadda qiimaha a on size ee ay tijaabiyaan, iyo this awood u leh in oo keeni in tijaabo baahneyn badan.

Tusaale ahaan, Kramer iyo asxaabtii kari isticmaalo macluumaadka-daaweyn pre ku saabsan ka qayb-galayaasha-sida dhajiyay-daaweyn pre-dhaqankooda si ay u sameeyaan ay falanqayn dheeraad ah oo hufan. More si gaar ah, halkii ay ka barbar saamiga erayada fiican in xaaladaha daaweynta iyo gacanta, Kramer iyo shaqaalaheeda ayaa marka la barbar dhigo yaabaa isbedelka ku dhacay qaybta erayada fiican oo u dhaxeeya xaaladaha; hab inta badan loo yaqaan farqiga-in-duwanaanshaha iyo taas oo si dhow u la xiriira design oo isku darsanaa oo waan ku tilmaamay hore ee cutubka (Jaantuska 4.5). Taasi waa, ka qaybgale kasta, cilmi ku abuuray yaabaa score isbedelka (dabeecad-daweynta post - dabeecad-daaweyn pre) ka dibna marka la barbar dhigo tirooyinka isbedel ka qaybgalayaasha in xaaladaha daaweynta iyo gacanta ku. Habkan farqiga-in-duwanaanshaha waa wax ku ool ah tira, taas oo macnaheedu yahay in cilmi-gaari karo kalsoonida isla tirakoobka isticmaalaya baarka badan ka yar. In si kale loo dhigo, by aan daaweynta ka qaybgalayaasha sida "widgets", cilmi inta badan ka heli kartaa qiyaasta more sax ah.

Isagoo aan xogta xumu waa ay adag tahay in la ogaado sida saxda ah inta badan wax ku ool ah hab farqiga-in-duwanaanshaha ay noqon lahaayeen kuwa kiiskan. Laakiin, Deng et al. (2013) ayaa sheegay in saddex tijaabo online on Bing search engine ay awoodaan si loo yareeyo iskuna ee qiyaasaha ay by saabsan 50% ahaayeen, iyo natiijooyin la mid ah ayaa la soo sheegay qaar ka mid ah tijaabo online at Netflix (Xie and Aurisset 2016) . Tani 50% hoos u cadow oo macnaheedu yahay in cilmi ku sadhaysan Dareenka laga yaabo in ay awood u jareen muunad qeybtii haddii ay isticmaali hababka a falanqayn ka yara duwan. In si kale loo dhigo, la isbedelka yar ee falanqaynta ah, 350,000 oo qof laga yaabo in ay u reebeen intii ka qayb tijaabo ah.

Halkaa marka ay marayso aad laga yaabaa in la yaaban sababta cilmi waa daryeel haddii 350,000 qof oo ku jiray ku sadhaysan Dareenka baahneyn. Waxaa jira laba Tilmaamo gaar ah oo ku sadhaysan Dareenka dhigi walaac leh size xad-dhaaf ah oo ku habboon, iyo muuqaalada kuwaas oo la wadaago by tijaabo badan beerta digital ah: 1) waxaa jira shaki ku saabsan in tijaabo ka dhigi doonaa waxyeello ka qaybgalayaasha ugu yaraan qaar ka mid ah iyo 2) ka qaybqaadashada ma ahaa iskaa wax u qabso. In tijaabo la labadan sifooyinka waxa ay u muuqataa talinayaa in aad tijaabo ah u duqeeyey sida ay suurtagal tahay.

Gebogebadii, saddex ka R's-beddel, sifee, iyo in la yareeyo-siin mabaadi'da oo kaa caawin kara cilmi dhiso anshaxa galay naqshadooda tijaabo. Dabcan, mid kasta oo ka mid ah isbedel suurto gal ah in cudurkeenaha Dareenka barayaa ganacsiga-offs. Tusaale ahaan, cadaymaha ka tijaabo dabiiciga ah mar walba ma aha sida nadiif ah sida caddeymaha tijaabo kala sooca lahayn iyo hagaajinaysa ayaa laga yaabaa in ka badan Ma'aha adag tahay in la fuliyo ka block. Sidaas daraaddeed, ujeedada jeedinaya isbedeladan ma uu labaad ee u maleynayaa in go'aannada cilmi kale. Saas ma aha, waxa uu ahaa in lagu muujiyo sida ay saddex R ee lagu saleyn karaa in xaalad macquul ah.