本文選題：貨幣幻覺(jué) + 虛擬貨幣��； 參考：《上海交通大學(xué)》2013年碩士論文

【摘要】：隨著網(wǎng)絡(luò)游戲的流行，網(wǎng)絡(luò)虛擬貨幣日益普及。目前，不同游戲中虛擬貨幣與真實(shí)貨幣之間的兌換比率有很大差別，兌換比率的不同將對(duì)實(shí)際消費(fèi)的真實(shí)貨幣數(shù)額產(chǎn)生影響。從貨幣幻覺(jué)理論出發(fā)，本文對(duì)以往現(xiàn)實(shí)中貨幣兌換率對(duì)消費(fèi)行為影響等的相關(guān)文獻(xiàn)進(jìn)行了綜合的回顧。接下來(lái)提出假設(shè)，認(rèn)為隨著兌換比率（每單位真實(shí)貨幣可兌換的虛擬貨幣數(shù)額）的增加，實(shí)際消費(fèi)的真實(shí)貨幣數(shù)額呈先升后降的變化，并且提出對(duì)兌換后虛擬貨幣的富有程度感知在網(wǎng)絡(luò)虛擬貨幣兌換比率與實(shí)際消費(fèi)的真實(shí)貨幣數(shù)額之間起到中介作用，時(shí)間壓力在其中起到調(diào)節(jié)作用。本文選取了騰訊公司QQ秀服飾選購(gòu)為實(shí)驗(yàn)場(chǎng)景，設(shè)計(jì)了兩個(gè)實(shí)驗(yàn)對(duì)假設(shè)進(jìn)行了驗(yàn)證。實(shí)驗(yàn)一驗(yàn)證了兌換比率影響實(shí)際消費(fèi)真實(shí)貨幣數(shù)額的主效應(yīng)與富有程度感知的中介效應(yīng)；實(shí)驗(yàn)二再次驗(yàn)證了主效應(yīng)，在此基礎(chǔ)上，證明了時(shí)間壓力的調(diào)節(jié)效應(yīng)。該研究結(jié)果具有重要意義，一方面從理論上豐富了貨幣兌換率對(duì)消費(fèi)行為的研究，另一方面從實(shí)踐上將對(duì)游戲廠商如何制定虛擬貨幣兌換率以達(dá)到最大程度盈利起到重要的指導(dǎo)作用。
[Abstract]:With the popularity of online games, online virtual currency is becoming more and more popular. At present, the convertibility ratio between virtual currency and real currency in different games is very different, and the difference in convertibility ratio will have an impact on the amount of real currency actually consumed. Based on the theory of money hallucination, this paper makes a comprehensive review of the influence of currency exchange rate on consumption behavior in the past. The assumption is then made that with the increase in the convertibility ratio (the amount of virtual currency convertible per unit of real currency), the amount of real currency actually consumed varies first and then decreases. It is also proposed that the perception of the rich degree of the virtual currency after conversion plays an intermediary role between the net virtual currency exchange rate and the actual amount of real currency consumed, in which time pressure plays a regulatory role. This paper selected Tencent QQ Show clothing selection as the experimental scene, designed two experiments to verify the hypothesis. Experiment 1 verifies the main effect of the convertibility ratio on the actual consumption of real money amount and the medium effect of perception of rich degree. Experiment 2 verifies the main effect again and on this basis proves the adjustment effect of time pressure. The results of this study are of great significance. On the one hand, it enriches theoretically the study of the currency exchange rate on consumer behavior. On the other hand, it will play an important role in how to set the virtual currency exchange rate in order to maximize the profit.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F49;F126.1

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