版权策略对虚拟物品交易影响的多维度实证研究

发布时间：2018-04-22 21:40

本文选题：虚拟经济 + 虚拟物品　；参考：《华中科技大学》2013年硕士论文

【摘要】：近些年来，科学技术飞速发展，互联网已经成为我们日常生活中不可或缺的重要组成部分。越来越多的人在网上进行虚拟内容创作，并通过互联网进行虚拟物品交易。伴随着虚拟物品消费产业的蓬勃发展，不少专家和学者开始关注和研究虚拟世界中虚拟物品交易的影响因素，然而，有关虚拟物品交易与版权策略之间联系的实证研究却少之又少。2003年，Second Life宣布，其在线会员拥有自身在虚拟世界中创造的虚拟物品知识产权，并可以转让或者部分转让物品版权。基于上述原因，本文以Second Life的C2C交易市场XStreet为研究背景，探究虚拟物品版权策略与销售表现之间存在的联系。本文首先回顾了以往虚拟物品和数字版权管理的相关研究，并在此基础上提出了研究假设和概念模型，然后以XStreet中待售虚拟物品的记录数据作为研究样本，运用STATA12.0统计软件进行实证分析。人们通常认为宽松的版权策略可以提供消费者更多的效用及灵活性，然而，，本研究结果表明拥有最宽松版权策略的虚拟物品其销售表现并不是最优异的，而拥有最严格版权策略的虚拟物品也并不是销售成绩最差的。此外，本文基于客观记录数据，发掘出价格的调节作用，最终得出结论相对便宜的虚拟物品销售表现与版权策略之间不存在显著相关关系。在文章的最后，笔者讨论了本文的研究局限及展望，同时基于本文结论提出了相关管理启示。
[Abstract]:In recent years, with the rapid development of science and technology, the Internet has become an indispensable part of our daily life. More and more people create virtual content online and trade virtual objects through the Internet. With the booming development of the virtual goods consumption industry, many experts and scholars begin to pay attention to and study the factors that affect the virtual goods trading in the virtual world. However, Empirical research on the link between virtual goods trading and copyright strategies is rare. In 2003, second Life announced that its online members own intellectual property rights of virtual goods created in the virtual world and can transfer or partially transfer copyright. Based on the above reasons, this paper takes XStreet of Second Life's C2C trading market as the research background, and explores the relationship between the copyright strategy of virtual goods and sales performance. This paper first reviews the previous research on virtual goods and digital rights management, and then puts forward the research hypotheses and conceptual models, and then takes the recorded data of virtual items for sale in XStreet as the research sample. Using STATA12.0 statistical software for empirical analysis. It is generally believed that a loose copyright strategy can provide consumers with more utility and flexibility. However, the results of this study show that virtual goods with the loosest copyright policy are not the best sellers. And the virtual goods with the strictest copyright policy are not the worst sellers. In addition, based on the objective record data, this paper finds out the effect of price adjustment, and finally draws the conclusion that there is no significant correlation between the relatively cheap sales performance of virtual goods and copyright strategy. At the end of the paper, the author discusses the limitations and prospects of this paper, and puts forward the relevant management enlightenment based on the conclusion of this paper.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F204;TP391.9

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