环保型游戏对公众低碳消费行为的影响——以蚂蚁森林为例  

The Impact of Eco-friendly Games on the Public’s Low-carbon Consumption Behaviour--Taking Ant Forest as an Example

作　　者：李龙一[1] 何晓敏 LI Longyi;HE Xiaomin(South China University of Technology Guangzhou,Guangdong 510006)

机构地区：[1]华南理工大学,广东广州510006

出　　处：《中国商论》2023年第12期79-83,共5页China Journal of Commerce

摘　　要：在“双碳”目标和数字经济背景下,环保型游戏应运而生,环保型游戏将普通消费者纳入低碳体系,量化消费者在低碳消费过程中的节能减碳行为,并提供相应奖励,为促进公众低碳消费提供了一种新途径。本文基于互动理论,以蚂蚁森林为研究案例,构建游戏化互动与用户低碳消费行为之间的理论模型,探究游戏化互动如何通过愉悦体验影响用户低碳消费行为,并在此基础上,进一步探究用户对环保型游戏情感依恋的调节作用。实证研究发现:实现型快乐对低碳消费行为的影响最大;平台型游戏化互动和社交型游戏化互动正向影响愉悦体验;环保型游戏情感依恋正向调节愉悦体验与低碳消费行为之间的关系,即对于情感依恋程度高的用户而言,愉悦体验对低碳消费行为影响更大。In the context of the goals of carbon neutrality and carbon peak and the digital economy,eco-friendly games have emerged as a new way to promote low-carbon consumption by incorporating ordinary consumers into the lowcarbon systems,quantifying their energy-saving and carbon-reducing behaviors in the process of low-carbon consumption,and providing corresponding rewards.Based on interaction theory,this paper uses Ant Forest as a case study to construct a theoretical model of the relationship between game-based interactions and users’low-carbon consumption behavior,to explore how game-based interactions influence users’low-carbon consumption behavior through pleasurable experiences,and on this basis,to further investigate the moderating effect of users’emotional attachment to eco-friendly games.The empirical study finds that realized pleasure has the greatest impact on low-carbon consumption behavior;platform-andgame-based interactions and social-and-game-based interactions positively influence pleasure experience;and emotional attachment to eco-friendly games positively moderates the relationship between pleasure experience and low-carbon consumption behavior,i.e.for users with a high degree of emotional attachment,pleasure experience has a greater impact on low-carbon consumption behavior.

关 键 词：环保型游戏 游戏化互动 愉悦体验 低碳消费行为 蚂蚁森林 

分 类 号：F062.2[经济管理—政治经济学]