社会临场感对线上环保游戏忠诚度的影响研究

The Influence of Social Presence on Loyalty to Online Environmental Game

环境问题是联合国可持续发展目标所要解决的核心问题,我国向世界庄严承诺双碳战略目标,环保行动人人有责。采取环保行动游戏化策略可巧妙地引导人们参与环保行动,蚂蚁森林就是知名的线上环保游戏。基于社会临场感理论,以蚂蚁森林为线上环保游戏情境,探究社会临场感对环保游戏忠诚度的影响。基于文献回顾,将社会临场感分为共在意识、沟通临场感和情感临场感3个维度。问卷调查表明,这3个维度均能对线上环保游戏忠诚度产生正向影响。再从以上3个方面提出环保游戏强化社会临场感的建议,以提高环保游戏忠诚度,推动提升公众环保意识。

Environmental problems are the core problems should be solved by the United Nations Sustainable Development Goals.China committed to the world the dual carbon strategic targets,so that everyone should take environmental actions.Gamification can be a smart way to get people involved in environmental actions.Ant Forest is one of the best-known online environmental games.Based on the theory of social presence,this study takes Ant Forest as an online environmental game situation to explore the impact of social presence on loyalty to environmental games.Based on literature review,social presence is divided into three dimensions:co-presence consciousness,communication presence and emotional presence.Empirical research through questionnaire survey shows that these three variables can have positive impact on loyalty to environmental game.From the above three aspects,suggestions are put forward to strengthen the social presence sense of environmental protection games,so as to improve the loyalty of environmental games and promote the awareness of environmental among the public.