论元宇宙经济的注意力性质——兼论注意力资源在元宇宙中的货币化  

The Nature of Metaverse:A Perspective from Attention Economy——Together with the Monetization of Attention Resources in Metaverse

作　　者：王垚圻 王勇 WANG Yaoqi;WANG Yong(School of Social Sciences,Tsinghua University,Beijing 100084,China)

机构地区：[1]清华大学社会科学学院,北京100084

出　　处：《当代经济科学》2024年第5期21-31,共11页Modern Economic Science

基　　金：国家社会科学基金重大项目“互联网平台的社会影响与治理路径研究”(21&ZD196);丰田联合研究基金项目“未来社会大数据与数字经济的安全治理研究”(20223930101)。

摘　　要：元宇宙经济本质上属于注意力经济,其基本矛盾在于沉浸式体验的无限需求与个体有限的注意力资源之间的冲突。为解决这一矛盾,提出以数字化身和数字通证作为解决机制。数字化身基于Web 3.0技术扩展用户的注意力资源,并通过与用户的互动参与经济活动。数字通证则运用区块链技术,将注意力资源转化为可量化的标准化货币,促进其流通。数字化身和数字通证的发展促进用户跨平台的流动性,推动元宇宙经济趋向多中心化发展。因此,政府应从优化注意力资源配置的角度出发,激励技术创新,强化内容与通证的监管,促进平台多样化与互联互通,以激发元宇宙经济的活力。With the rapid advancement of Web 3.0 technology,numerous enterprises are competing to establish a presence in the metaverse industry by launching metaverse-related products.However,current research lacks a comprehensive exploration of the essential characteristics and fundamental principles that govern the metaverse economy.Moreover,the rapid development of the metaverse faces several challenges,which have not been thoroughly analyzed in terms of their underlying causes or potential solutions.This paper,from the perspective of Web 3.0’s influence on the allocation of attention resources,argues that the core of the metaverse economy is an attention economy.It identifies the primary contradiction in the metaverse economy:the conflict between immersive experiences and the limitations of human attention.On one hand,the immersive nature of digital products and economic activities in the metaverse increases competition for users’attention across different platforms.Unlike the traditional internet economy,users’attention is more easily diverted between various metaverse platforms,intensifying competition among these platforms for attention retention and conversion.On the other hand,given the finite nature of attention,the exclusivity demanded by immersive experiences exacerbates the scarcity of attention resources.Two key mechanisms are proposed to mitigate this conflict:the“digital body”and“digital currency.”The“digital body,”enabled by Web 3.0 technologies,expands attention resources by allowing users to engage in economic activities through both their physical and digital selves.Meanwhile,digital currencies,based on blockchain technology,can convert attention into standardized units,facilitating its exchange and circulation.Additionally,digital avatar technology enables users to inhabit multiple platforms simultaneously,presenting further challenges for digital currency technologies.Consequently,the development of the metaverse is expected to follow a polycentric platform model,rather than becoming

关 键 词：元宇宙经济 注意力经济 数字化身 Web 3.0技术 数字通证 区块链技术 

分 类 号：F49[经济管理—产业经济] F820