游戏化对绿色消费行为的负面溢出效应及应对策略  

The Negative Spillover Effect of Gamification on Green Consumption Behavior and Its Coping Strategy

作　　者：童泽林 李国城 肖皓文 王凯 冯竞丹 Tong Zelin;Li Guocheng;Xiao Haowen;Wang Kai;Feng Jingdan(School of Management,Hainan University)

机构地区：[1]海南大学管理学院

出　　处：《南开管理评论》2023年第2期27-37,共11页Nankai Business Review

基　　金：国家自然科学基金地区项目(71962007);国家自然科学基金重点项目(71832015);海南省自然科学基金项目(623RC453)资助。

摘　　要：为鼓励消费者绿色消费行为,游戏化设计被越来越多地运用于绿色消费情境。以往研究发现,游戏化设计会对消费者当前绿色消费行为产生积极影响,但并未对消费者后续绿色消费行为动向给予关注。鼓励消费者持续的绿色消费行为对实现可持续发展尤为重要,因此,本文将游戏化与绿色消费行为相结合,基于目标调节理论视角,探讨了当前绿色消费行为中游戏化设计对后续绿色消费行为的负面溢出效应及应对策略。本研究通过四个实验发现,绿色消费行为中的游戏化设计会降低消费者后续绿色消费行为倾向,即游戏化的负面溢出效应。该负面溢出效应的机制在于当前游戏化设计所激发的绿色消费行为降低了消费者绿色目标承诺感知,进而降低后续绿色消费行为倾向。为应对游戏化设计的负面溢出效应,通过声誉激励机制能够帮助提升消费者对绿色目标的承诺感知,从而削弱游戏化对后续绿色消费行为的负面效应。研究结论为应对游戏化营销所带来的负面效应提供了策略,为促进绿色可持续发展提供了管理借鉴。Gamification design is increasingly used in green consumption contexts to encourage green consumption behaviors.Previous studies have found that gamification design positively influences consumers`current green consumption behaviors,but does not pay attention to their subsequent green consumption behaviors,which is particularly important for achieving sustainable development.Therefore,this paper combines gamification and green consumption behavior,and explores the negative spillover effects of gamification design on subsequent green consumption behavior in current green consumption behavior and coping strategies based on the perspective of goal regulation theory.Specifically,this study finds through four experiments that gamification design in green consumption behavior reduces consumers`tendency to follow green consumption behavior,i.e.,the negative spillover effect of gamification.The mechanism of this negative spillover effect is that the green consumption behavior inspired by the current gamification design reduces consumers`perception of green goal commitment,which in turn reduces the tendency of subsequent green consumption behavior.To cope with the negative spillover effect of gamification design,the reputation incentive mechanism can help enhance consumers`perception of commitment to green goals,thus weakening the negative effect of gamification on subsequent green consumption behaviors.This study investigates the effect mechanism of gamification design on subsequent green consumption behavior from the theoretical perspective of goal regulation.Most of the existing literatures are based on self-determination theory and mind-flow theory to explain the gamification effect.However,whether gamification design works in a continuous green consumption scenario depends largely on consumers`interpretation of green goals.This study extends goal regulation theory to the field of gamification and green marketing and finds that the gamification design of current green consumption behavior affects consumers`perception

关 键 词：游戏化 绿色消费行为 目标调节理论 目标承诺 

分 类 号：F713.55[经济管理—市场营销]