创世效应元宇宙中的数字商品

IF 5.7 1区 管理学 Q1 BUSINESS
Haiyang Yang
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引用次数: 1

摘要

这项研究表明,尽管使用过和未使用过的数字商品(如虚拟服装)在像素和功能上完全相同,但消费者倾向于选择未使用过的版本。之所以会产生这种 "创世效应",是因为消费者倾向于认为使用过的(相对于未使用过的)数字商品实际上受到了污染,而且在所有权记录中被永久列为第一(相对于后来的)拥有者会赋予消费者更强的地位感。具体来说,在研究 1 中,对在元宇宙中购买数字商品的大规模实地数据进行的分析表明,消费者在购买相同商品的未使用(与使用过)版本时支付的费用要高得多。研究2-4从因果关系上证明了元宇宙产品类别中的创世效应及其内在机制--参与者不太可能购买被描述为使用过(与未使用过)的数字商品。虚拟污染和虚拟地位共同促成了这一效应。此外,作为数字产品使用历史的开端,第一个拥有者尤为特殊,因此参与者对第一个拥有者之后先前拥有者数量的增加不太敏感。最后,向参与者展示二手商品已经过数字重组,也会减弱创世效应。这些发现丰富了有关元宇宙中消费者行为的文献,并为数字商品营销提供了管理见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Genesis Effect: Digital Goods in the Metaverse
This research shows that although the used and unused versions of a digital good (e.g., virtual apparel) are identical in every pixel and functionality, consumers tend to prefer the unused version. This “genesis effect” occurs because consumers tend to perceive used (vs. unused) digital goods as virtually contaminated and because being permanently listed as the first (vs. subsequent) owner in the ownership record can confer a greater sense of status. Specifically, in study 1, analyses of large-scale field data on purchases of digital goods in the metaverse showed that consumers paid substantially more to acquire the unused (vs. used) version of the same good. Studies 2–4 causally demonstrated the genesis effect and its underlying mechanism across metaverse product categories—participants were less likely to purchase digital goods described as used (vs. unused). Virtual contamination and virtual status jointly mediated the effect. Furthermore, being the first—at the genesis of a digital product’s usage history—was particularly special, such that participants were less sensitive to increases in the number of prior owners after the first one. Finally, showing participants that a used good had been digitally reconstituted attenuated the genesis effect. These findings add to the literature on consumer behavior in the metaverse and offer managerial insights on digital goods marketing.
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来源期刊
CiteScore
12.00
自引率
9.70%
发文量
53
期刊介绍: Journal of Consumer Research, established in 1974, is a reputable journal that publishes high-quality empirical, theoretical, and methodological papers on a wide range of consumer research topics. The primary objective of JCR is to contribute to the advancement of understanding consumer behavior and the practice of consumer research. To be considered for publication in JCR, a paper must make a significant contribution to the existing body of knowledge in consumer research. It should aim to build upon, deepen, or challenge previous studies in the field of consumption, while providing both conceptual and empirical evidence to support its findings. JCR prioritizes multidisciplinary perspectives, encouraging contributions from various disciplines, methodological approaches, theoretical frameworks, and substantive problem areas. The journal aims to cater to a diverse readership base by welcoming articles derived from different orientations and paradigms. Overall, JCR is a valuable platform for scholars and researchers to share their work and contribute to the advancement of consumer research.
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