“乐”与“教”--网络环保游戏参与对线下亲环境行为影响的研究

Entertainment and Education-The Impact of Online Environmental Protection Game Participation on Offline Pro-Environmental Behavior

实现生态治理不仅是政府和企业的责任,更需要公众的内在认同与积极参与。以“蚂蚁森林”为代表的网络环保型游戏为提升公众环境素养、强化公众知行合一的自觉性进行了积极的企业实践探索,并吸引了学者们的关注。如何引导游戏用户将网络环保游戏行为转变为线下的亲环境行为,成为当前亟须深入探究的重要问题。本文基于规范激活理论和自我调节理论,探讨了游戏用户将线上游戏参与行为转化为线下环保行为的过程机制,以及用户的享乐体验对“线上-线下”联动机制的调节作用。研究发现:通过触发用户对环境和自身影响的认知(环境威胁感知),网络环保游戏激活了用户的道德义务感(个人规范),实现了对用户的“线上-线下”行为转换的引导;然而,用户的享乐体验却会削弱参与游戏时用户的环境认知及游戏对用户的亲环境行为的积极作用。研究结论为理解和完善数字化绿色行为干预提供了新的理论研究视角,并为企业进行游戏化平台建设提供了有益的实践启示。

Ecological governance requires not only the joint efforts of the government and enterprises,but also the internal recognition and active participation of the public It has attracted the attention of researchers that the emergence of online envi-ronmental gamification applications represented by“Ant Forest”which has made positive practical exploration to improve the public's environmental literacy and to strengthen the consciousness of integration of knowledge and action How to guide game users to change from online environmental protection game behavior to offline pro-environmental behavior has become an impor-tant issue that needs to be further explored Based on the theories of norm-activation and self-regulation,we construct a struc-ture model to demonstrate the transformation mechanism from usersonline game participation to offline pro-environmental be-havior and the moderating effect of hedonic experience The research findings show that online environmental-protection games facilitate the transition from online to offline pro-environmental behaviors by initially enhancing usersknowledge of environment(environmental threat perception),which subsequently activates their sense of moral responsibility(personal norms).However,hedonic experience weakens the positive effect of game participation on usersenvironmental threat percep-tion and on the pro-environmental behavior The research reveals and veriffies the potential negative effects of gamification on pro-environmental behavior,which provides a new theoretical research perspective for understanding and improving digital green behavior intervention,and offers useful practical enlightenment for enterprises to improve gamification platforms。