摘要
随着网络游戏发展,网络虚拟货币的使用日渐广泛。不同游戏中的虚拟货币与真实货币之间的兑换比率有明显的差异,而不同的兑换比率则潜移默化地影响了消费行为。本文验证了在有时间压力的情况下,随着单位数量的真实货币可以兑换的虚拟货币数额(即兑换比率)的增加,消费者的真实货币消费表现出先增加后减少的变化趋势,而时间压力在兑换比率与真实货币消费金额之间起调节作用。研究结果可以指导游戏厂商采取有效措施而增加盈利。
Virtual money becomes more popular and more frequently used with the emerging online game. The currency exchange rates between virtual and real money differ a lot in different games. Such difference exerts a subtle influence on the behaviors of consumers. The present study validated the phenomenon that the real money consumption increases first and then decreases with the increment of the exchange rate under time pressure. Time pressure was also observed to perform as a moderating factor between the currency exchange rate and the real currency consumption. The results would have practical significance for helping online game makers to increase their returns under a reasonable exchange rate.
出处
《上海管理科学》
2016年第3期15-19,共5页
Shanghai Management Science
基金
国家自然科学基金面上项目<储蓄和消费的选择:自我构建对动态自我控制过程的影响>(编号:71072058)
关键词
虚拟货币
货币兑换率
消费金额
时间压力
Virtual Money, Exchange Rate, the Amount of Paid Money, Time Pressure
