网络虚拟货币兑换率对实际消费金额的影响

Effect of Exchange Rate between Virtual Money and Real Currency on Spending Money

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的兑换比率有很大差别。从货币幻觉理论出发,本文通过实验验证了随着兑换比率(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,并且消费者的富有程度感知起到中介作用。研究结果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。

Online games become more and more prevalent, which popularize virtual money in our lives. Nowadays, we can find that the exchange rates between virtual money and real currency vary a lot. Reviewing researches on money illusion, this article suggests as the exchange rate （the number of virtual money transferred from per unit of real money） increased, the amount of real money actually paid will go up at first, and then turn to go down. In addition, the feeling of how rich the customer is would act as a mediating factor. These suggestions were proved in real experiment, and would have practical significance for online game makers.