虚拟与现实的互联互通:绿色游戏化平台中的虚实转化对用户低碳行为的影响  

Interconnecting the Virtual and the Real:The Impact of Virtual-real Transformation on Users'Low-carbon Behavior in Green Gamification Platforms

作　　者：刘满芝[1] 戚梦萱 吕雪晴[1] 白小雨 夏青[1] LIU Man-zhi;QI Meng-xuan;LYU Xue-qing;BAI Xiao-yu;XIA Qing(School of Economics and Management,China University of Mining and Technology,Xuzhou 221116)

机构地区：[1]中国矿业大学经济管理学院,江苏徐州1221116

出　　处：《软科学》2024年第7期80-85,94,共7页Soft Science

基　　金：国家自然科学基金项目(72374197、71874186、71974190);国家社会科学基金项目(22&ZD137);中国矿业大学中央高校基本科研业务费专项资金(2023ZDPYSK03、2023SKHQ03)。

摘　　要：基于游戏化的概念,遵循“示能性-心理状态-行为结果”的范式,探究了绿色游戏化平台中的虚实转化对用户低碳行为意愿的影响机制,并验证了灵感的中介作用,揭示了虚实转化效应的异质性。通过对664份蚂蚁森林用户数据进行分析,结果表明:虚实转化对低碳行为的灵感有显著的正向影响;低碳行为的灵感正向影响低碳行为意愿;低碳行为的灵感在虚实转化和低碳行为意愿之间起中介作用;在用户使用蚂蚁森林的不同频率下,虚实转化的实现效果具有非对称性。Based on the concept of gamification and following the paradigm of affordance-psychological outcomes-behavioral outcomes,this paper explores the influence mechanism of virtual-real transformation in green gamification platforms on users'intention for low-carbon behavior and verifies the mediating role of inspiration,as well as reveals the heterogeneity of the virtual-real transformation effect.The analysis of 664 Ant Forest user data shows that virtual-real transformation has a significant positive impact on the inspiration for low-carbon behavior.The inspiration for low-carbon behavior positively affects the intention for low-carbon behavior.Inspiration for low-carbon behavior mediates the relationship between virtual-real transformation and intention for low-carbon behavior.The realized effect of the virtual-real transformation is asymmetric under different frequencies of users'use of Ant Forest.

关 键 词：虚实转化 灵感 低碳行为意愿 绿色游戏化平台 

分 类 号：X24[环境科学与工程—环境科学] TP391.9[自动化与计算机技术—计算机应用技术]