网络游戏成瘾性消费、偏好差异与动态效应分析

On Addictive Consumption, Preference Difference and Dynamic Effect of Online Games

网络游戏消费兼具个体成瘾与群体交际成瘾的双重特性。为探究成瘾性消费及其偏好差异受哪些因素影响,基于理性成瘾理论,通过问卷调查和深度访谈实证考察不同特征下消费者的成瘾偏好差异,并建立VAR模型,动态分析网络游戏成瘾消费的影响因素,运用协整分析建立变量间长期均衡关系,利用脉冲响应函数分析各变量对成瘾消费、健康支出冲击的传递效应,以期对网络游戏消费者、厂商以及监管机构提供一定启示。

Online game consumption has the dual characteristics of individual addiction and group communication. In order to answer the factors affecting the difference between addictive consumption and its preference, based on rational addiction theory, through questionnaires and in-depth interviews, the differences in consumer addiction preferences under different characteristics is empirically examined and a VAR model is established to dynamically analyze influencing factors of addiction consumpting of online games. Cointegration analysis is used to establish long-term equilibrium relationship between variables, and impulse response function is used to analyze the transmission effect of variables on addiction consumption and health expenditure shock, in order to provide some inspiration to online game consumers, manufacturers and regulators.