游戏化如何驱动电商用户绿色消费行为——基于蚂蚁森林的网络民族志研究  

How Gamification Drives E-commerce Users’Green Consumption Behaviors:A Netnography Study of Ant-Forest

作　　者：杜松华[1,2] 徐嘉泓 张德鹏 杨晓光[4] Du Helen S.;Xu Jiahong;Zhang Depeng;Yang Xiaoguang(School of Management,Guangdong University of Technology;GHM Greater Bay Area Brand Strategy Research Center,Guangdong University of Technology;School of Management,University of Science and Technology of China;Academy of Mathematics and Systems Science,Chinese Academy of Sciences)

机构地区：[1]广东工业大学管理学院 [2]粤港澳大湾区品牌战略研究中心 [3]中国科学技术大学管理学院 [4]中国科学院数学与系统科学研究院

出　　处：《南开管理评论》2022年第2期191-202,I0036,I0037,共14页Nankai Business Review

基　　金：国家自然科学基金项目(7207204071972055);广东省基础与应用基础研究基金项目(2019A1515011731)资助。

摘　　要：电商平台吸引了海量用户,并通过游戏化示能促进用户绿色消费,产生了可观的环保与商业效益。厘清游戏化技术特征与用户心理动机之间的内在关联,是利用游戏化有效激励用户绿色消费的核心所在。本文援引需求—示能性—特征框架与目标框架理论,通过网络民族志方法获取蚂蚁森林及其用户5737条帖子和32817条评论,进行扎根理论编码,以此理清了游戏化元素、功能等技术特征与游戏化示能性之间的多维度关系,提出了享乐与获益动机主导的短期游戏化驱动路径,及融合享乐、获益和规范多元动机主导的长期游戏化驱动路径,最终提炼了游戏化驱动电商用户绿色消费的实现路径模型与理论框架。本文拓展了游戏化及绿色消费领域的前沿研究,为繁荣绿色消费市场提供了游戏化的实践启示。With the rapid growth of green markets,firms are actively exploring new methods to stimulate consumers’green consumption behaviors.In particular,the design concept of gamification,i.e.,use of game design elements in the non-game contexts,has attracted tremendous attention from global communities.To stimulate various consumers’behavioral motivations and their continuous engagement,the game design elements and features are increasingly adopted in e-commerce platforms.Alipay Ant-Forest is one of the most success gamified e-commerce platforms.Since 2016,more than 12 million tons carbon emission are reduced by 550million Ant-Forest users,which probably generate 11.18 billion yuan of gross ecosystem product(GEP).Among the firms that cooperate with Ant-Forest,ELE.me has obtained 140 million order of green take-out service(without disposable tableware)within a year,Starbucks can reduce 10,000 disposable cups every day.These gamification-driven green consumption behaviors indirectly generate huge“pro-environmental spillover effects”.From the description above,we can know that the emergence of the gamified e-commerce platforms has attracted a huge number of consumers to participate in the gamified green activities,and thus has generated considerable environmental and economic benefits.However,there is yet limited research on how to stimulate consumers’green consumption behaviors and related motives based on gamification.Thus,it is hard to cultivate consumers’long-term green consumption norms,which calls for further study to reveal the influencing mechanism and theoretical framework of green consumption behaviors and motives driven by gamification.Based on the existing literature and Goal-Framing theory,individuals’green consumption motives are mainly affected by the triple-goal frames,namely hedonic-goal,gain-goal,and normative-goal.Meanwhile,consumers’pro-environmental motives are influenced by the gamification affordance,which is referred to as the system’s capability allowing consumers to perform gamif

关 键 词：游戏化电子商务 游戏化平台 绿色消费行为 游戏化示能性 网络民族志 

分 类 号：F724.6[经济管理—产业经济] F713.55