移动营销中的游戏化及其规制研究——基于行为经济学的视角  

Gamification in Mobile Marketing and Its Regulation: From the Perspective of Behavioral Economics

作　　者：李宣 Li Xuan(China Center for Special Economic Zone Research,Shenzhen University,Shenzhen,Guangdong 518000,China)

机构地区：[1]深圳大学中国经济特区研究中心

出　　处：《四川师范大学学报（社会科学版）》2023年第6期98-107,共10页Journal of Sichuan Normal University(Social Sciences Edition)

基　　金：国家社会科学基金青年项目“共享经济法律规制的司法路径研究”(19CFX065)的阶段性成果。

摘　　要：经营者在移动营销中运用游戏化的现象越来越普遍,因游戏化产生的电商纠纷日益增多,而该问题却被长期忽视。在云计算、大数据等技术优势使经营者与消费者之间的信息处于极度不对称的环境下,移动营销游戏化利用了人的心理弱点和认知偏差,以诱导和潜意识操纵的方式对消费者行为施加影响,侵害了消费者权益,应受到公权规制。但现有法律制度对该领域的规制存在缺失,应从规范体系重构、信息工具规制和认知偏差纠正三方面构建规制路径。It is becoming more and more common for merchants to use gamification in mobile marketing.The increasing e-commerce disputes caused by gamification have long been ignored.In an environment where technological advantages such as cloud computing and big data have caused extremely asymmetric information between merchants and consumers,gamification of mobile marketing takes advantage of people’s psychological weaknesses and cognitive biases to influence consumer behavior through induction and subconscious manipulation.It infringes on consumer rights and interests,and should be subject to public regulation.However,the existing legal system lacks regulation in this field.It is recommended to construct a regulatory path from three aspects:normative system reconstruction,information tool regulation,and cognitive bias correction.

关 键 词：移动营销 游戏化 行为经济学 认知偏差 规制路径 

分 类 号：F274[经济管理—企业管理]