网络虚拟货币兑换率对实际消费金额的影响

发布时间：2018-06-04 09:00

本文选题：货币幻觉 + 虚拟货币　；参考：《上海交通大学》2013年硕士论文

【摘要】：随着网络游戏的流行，网络虚拟货币日益普及。目前，不同游戏中虚拟货币与真实货币之间的兑换比率有很大差别，兑换比率的不同将对实际消费的真实货币数额产生影响。从货币幻觉理论出发，本文对以往现实中货币兑换率对消费行为影响等的相关文献进行了综合的回顾。接下来提出假设，认为随着兑换比率（每单位真实货币可兑换的虚拟货币数额）的增加，实际消费的真实货币数额呈先升后降的变化，并且提出对兑换后虚拟货币的富有程度感知在网络虚拟货币兑换比率与实际消费的真实货币数额之间起到中介作用，时间压力在其中起到调节作用。本文选取了腾讯公司QQ秀服饰选购为实验场景，设计了两个实验对假设进行了验证。实验一验证了兑换比率影响实际消费真实货币数额的主效应与富有程度感知的中介效应；实验二再次验证了主效应，在此基础上，证明了时间压力的调节效应。该研究结果具有重要意义，一方面从理论上丰富了货币兑换率对消费行为的研究，另一方面从实践上将对游戏厂商如何制定虚拟货币兑换率以达到最大程度盈利起到重要的指导作用。
[Abstract]:With the popularity of online games, online virtual currency is becoming more and more popular. At present, the convertibility ratio between virtual currency and real currency in different games is very different, and the difference in convertibility ratio will have an impact on the amount of real currency actually consumed. Based on the theory of money hallucination, this paper makes a comprehensive review of the influence of currency exchange rate on consumption behavior in the past. The assumption is then made that with the increase in the convertibility ratio (the amount of virtual currency convertible per unit of real currency), the amount of real currency actually consumed varies first and then decreases. It is also proposed that the perception of the rich degree of the virtual currency after conversion plays an intermediary role between the net virtual currency exchange rate and the actual amount of real currency consumed, in which time pressure plays a regulatory role. This paper selected Tencent QQ Show clothing selection as the experimental scene, designed two experiments to verify the hypothesis. Experiment 1 verifies the main effect of the convertibility ratio on the actual consumption of real money amount and the medium effect of perception of rich degree. Experiment 2 verifies the main effect again and on this basis proves the adjustment effect of time pressure. The results of this study are of great significance. On the one hand, it enriches theoretically the study of the currency exchange rate on consumer behavior. On the other hand, it will play an important role in how to set the virtual currency exchange rate in order to maximize the profit.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F49;F126.1

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