网络游戏中的虚拟物品交易行为研究
|
摘要
互联网技术的飞速发展和计算机的大规模使用,使人们的交往场所由现实中真实的物质场所扩大到整个网络空间。人们可以根据自己的兴趣爱好等聚集在一起,形成一个可供人们进行交流与互动的虚拟社区,并从事不同的日常活动和网络行为,网络游戏目前已经发展成为目前最流行的网络娱乐方式和网民聚集的最为广泛的场所之一。而本研究通过采用参与式观察和深度访谈两种方法搜集资料,来描述当人们的行为场所发生改变时,网络游戏这个虚拟社区中的虚拟物品交易行为的类型、交易动机以及交易场景和交易动机对玩家交易行为的影响。通过研究我们发现：
由于虚拟物品交易场所的改变,游戏玩家的交易方式主要有：拍卖、喊话、与NPC对话、找朋友帮忙,以及通过专门的游戏论坛和QQ群来获取交易信息之后,共同约定地点进行交易。而网络游戏中玩家的虚拟物品交易行为类型受交易方式的影响,主要包括：协商、合作、赠送三种。网络游戏中玩家的交易场所主要包括两种,一种是玩家之间面对面的交易场所,如游戏中所设置的拍卖行、交易频道和主城；另外一种则是通过与NPC的对话来获得自己所需的虚拟物品,如商城等。而玩家进行交易的动机主要有：虚拟物品属性和价格的吸引、娱乐动机、成就动面、交友动机和自我展示动机。
虚拟物品的交易场所和玩家的交易动机也会对交易行为产生影响。如玩家进行交易的场所会使玩家根据自己所要交易物品来选择交易的对象,而网络游戏中的虚拟物品都是随机产品,因此交易时物品的价格机动性也很大,网络空间的虚拟和匿名性等特点使虚拟物品的交易行为呈现出一些不文明的现象,如欺骗等。而交易动机则使玩家在交易时出现理性陆交易和冲动性交易,同时在交易过程中还会在相互之间提供社会支持以及情感投入,使交易行为更加丰富。
With the development of Internet technology and the widespread use of computer, the communication place among people,which extended to the entire network space from reality. People who have the same interests and hobbies, etc. can get together. Then a virtual community to provide people to communicate with each other and interactive come into being, and people can engaged in various daily activities and network behavior. Online games has become one of the most popular online entertainment and the most widely Internet users gathered at present. This study by participatory observation and depth interview method to collect data, to describe the type of virtual trading behavior transaction motive in the virtual community. Besides we also discuss the effect of transaction scenarios and motivation on trading behavior.In this study we found that:
Due to the changes on virtual item trading places, the pattern of game player's trading mainly include:auction, propaganda, communicate with the NPC, ask friends to help, and through specialized game BBS and QQ group get trading information. With these trading patterns, online game players in the virtual items trading behavior type mainly including:negotiation, cooperation, and present. And the players'trading scenarios have two kinds, one kind is face-to-face trading among players,such as the auction house and trade channel set in games,the other one is conversation with NPC and satisfy with their required, then the players can exchange the virtual item from NPC. However the motivation of trade among the Online game players include:Item needs, the entertainment motivation, achievement motivation, friendships, and self-presentation motivation.
The virtual trading scenarios and trading motives also impact on players'trading activity. The place to trade to players would make their select the trading objects according to their own needs. And the price of virtual items in network game are randomly and volatile. In addition, with the virtual and anonymous characteristics of network game, the trading behavior presents some uncivilized phenomenon, such as cheating,fake,etc. While players'trading motives made players have rational and impulsivity trading behaviour in the transaction process. At the same time, players would provide social support to other players and also have emotional input in the process of trading.
由于虚拟物品交易场所的改变,游戏玩家的交易方式主要有：拍卖、喊话、与NPC对话、找朋友帮忙,以及通过专门的游戏论坛和QQ群来获取交易信息之后,共同约定地点进行交易。而网络游戏中玩家的虚拟物品交易行为类型受交易方式的影响,主要包括：协商、合作、赠送三种。网络游戏中玩家的交易场所主要包括两种,一种是玩家之间面对面的交易场所,如游戏中所设置的拍卖行、交易频道和主城；另外一种则是通过与NPC的对话来获得自己所需的虚拟物品,如商城等。而玩家进行交易的动机主要有：虚拟物品属性和价格的吸引、娱乐动机、成就动面、交友动机和自我展示动机。
虚拟物品的交易场所和玩家的交易动机也会对交易行为产生影响。如玩家进行交易的场所会使玩家根据自己所要交易物品来选择交易的对象,而网络游戏中的虚拟物品都是随机产品,因此交易时物品的价格机动性也很大,网络空间的虚拟和匿名性等特点使虚拟物品的交易行为呈现出一些不文明的现象,如欺骗等。而交易动机则使玩家在交易时出现理性陆交易和冲动性交易,同时在交易过程中还会在相互之间提供社会支持以及情感投入,使交易行为更加丰富。
With the development of Internet technology and the widespread use of computer, the communication place among people,which extended to the entire network space from reality. People who have the same interests and hobbies, etc. can get together. Then a virtual community to provide people to communicate with each other and interactive come into being, and people can engaged in various daily activities and network behavior. Online games has become one of the most popular online entertainment and the most widely Internet users gathered at present. This study by participatory observation and depth interview method to collect data, to describe the type of virtual trading behavior transaction motive in the virtual community. Besides we also discuss the effect of transaction scenarios and motivation on trading behavior.In this study we found that:
Due to the changes on virtual item trading places, the pattern of game player's trading mainly include:auction, propaganda, communicate with the NPC, ask friends to help, and through specialized game BBS and QQ group get trading information. With these trading patterns, online game players in the virtual items trading behavior type mainly including:negotiation, cooperation, and present. And the players'trading scenarios have two kinds, one kind is face-to-face trading among players,such as the auction house and trade channel set in games,the other one is conversation with NPC and satisfy with their required, then the players can exchange the virtual item from NPC. However the motivation of trade among the Online game players include:Item needs, the entertainment motivation, achievement motivation, friendships, and self-presentation motivation.
The virtual trading scenarios and trading motives also impact on players'trading activity. The place to trade to players would make their select the trading objects according to their own needs. And the price of virtual items in network game are randomly and volatile. In addition, with the virtual and anonymous characteristics of network game, the trading behavior presents some uncivilized phenomenon, such as cheating,fake,etc. While players'trading motives made players have rational and impulsivity trading behaviour in the transaction process. At the same time, players would provide social support to other players and also have emotional input in the process of trading.
引文
[1]郭玉锦,王欢.网络社会学(第二版)[M].北京：中国人民大学出版社.2010.05
[2]黄少华,翟本瑞.网络社会学：学科定位与议题[M].北京：中国社会科学出版社.2006
[3]乔纳森·特纳.社会学理论的结构(第6版).邱泽奇等译[M1.北京：华夏出版社.2001
[4]时蓉华.社会心理学(第二版)[M].上海：上海人民出版社.2002
[5]郑杭生等.社会学概论新修(第三版)[M].北京：中国人民大学出版社.2003
[6]袁方.社会研究方向教程[M].北京：北京大学出版社.2009
[7]黄少华.网络空间的社会行为[M].北京：人民出版社.2008
[8]戴维·波普诺.社会学(第十版)[M].北京中国人民大学出版社.2009
[9]陈向明.质的研究方法与社会科学研究[M].北京：教育科学出版社.2000.1
[10]戚攻,邓新民.网络社会学[M].成都：四川人民出版社.2001
[11]陈文江,黄少华.网络社会学[M].北京：中国人民大学出版社.2002.8
[12]于海.西方社会思想史[M].上海：复旦大学出版社.2005.11
[13]张爱卿.动机论：迈向21世纪的动机心理学研究[M].武汉：华中师范大学出版社.1999
[14]刘赛.网络游戏行为的结构——一项探索性研[D].兰州大学.2011.5
[15]骆少康.在线游戏虚拟资产交易模式探索以及玩家社交关系对交易信任之影响[J].信息社会研究.2007(1)：87-108
[16]杨波.网络游戏中的人虚拟社区中的人际互动[D].兰州大学.2002.5
[17]黄少华.论网络空间的人际交往[J].社会科学研究.2002(4)：P93-97
[18]李琪,李峰.网络游戏：潜力巨大的新兴电子商务应用[J].电子商务.2004(3)：18-19
[19]范晓屏,基于虚拟社区的网络互动对网络购买行为的研究[D].浙江大学.2007.11
[20]杨莹.网络游戏中的人际交往探析[D].华中科技大学.2004.5
[21]于淼.我国当代大学生网络游戏消费动机研究[D].吉林大学.2008.4
[22]大学生角色扮演网络游戏动机、角色类型与自我同一性关系研究[D].四川师范大学.2008.3
[23]刘晋飞.大学生在网络游戏世界中互动持续性的影响因素分析[D].华中科技大学.2007.6
[24]温华.华中地区网络游戏青年消费者行为研究[D].湖南大学.2010.4
[25]陈泽佳.网络游戏虚拟物交易相关法律问题研究[D].复旦大学.2008.4
[26]郭兵.网络游戏消费者行为分析[D].浙江大学.2006.4
[27]林栋.网络游戏消费意愿影响因素研究[D].北京邮电大学.2008.3
[28]章魁锦.盗窃网络游戏中虚拟财产之行为定性研究[D].西南政法大学.2007.4
[29]熊曾静.网络游戏对顾客感知价值重复购买行为的影响研究[D].安徽大学.2010.4
[30]包丽雅.网络游戏虚拟物品交易的法律问题研究[D].内蒙古大学.2011.6
[31]蔡臣臣.我国网络游戏消费者行为分析[D].广西师范大学.2010.4
[32]刘素荣.虚拟货币交易风险及其监管对策[J].证券交易与上市公司.2009(19)：55-57
[33]付五平.网络虚拟财产交易问题探析[J].湖北第二师范学院学报.2010.4：80-82
[34]王梁,武晓伟,网络游戏对青少年的吸引力何在[J].中国青年研究.2006.6：12-15
[35]王秀梅.网络游戏虚拟物交易规范系列研,究之一[J].科技与法律.2007.3：57-59
[36]陈建敏.网络游戏中虚拟货币交易的法律规制[J].重庆科技学院学报(社会科学版).2009(3)：81-82
[37]王卓铭.网络游戏中虚拟物品交易浅析[J].第四媒体.2006.3：59-60
[38]许文克.中国虚拟物品交易研究[D].暨南大学.2007.5
[39]叶青.虚拟财产交易平台相关问题研究[J].商业时代.2010(9)：39-40
[40]刘旭.中国网游虚拟交易的发展分析[J].商场现代化.2011.3：66-67
[41]李惠.角色扮演类网络游戏与初中生交友观关系研究[D].陕西师范大学.2011.5
[42]杨棠安.线上游戏玩家表现与其人格特质之研究[D].静宜大学.2005
[43]周海平.网络游戏中虚拟资产交易平台的构建[D].对外经济贸易大学.2005.5
[44]李静.免费MMORPG商城虚拟道具玩家购买行为模型研究[D].西南石油大学.2011.6
[45]李家嘉.影响在线游戏参与者互动行为之因素探讨[D].中正大学硕士学位论文.2002
[46]周小瑜.网络游戏中虚拟财产问题研究[D].吉林财经大学.2011.4
[47]中国互联网信息中心.中国网络游戏用户调研报告.2010
[48]中国互联网信息中心.中国互联网发展状况统计报告.2012.6
[49]艾瑞咨询：http://www.iresearch.com.cn/Report/List.aspx?t=3&b=32
[1]Ashleigh K. Shelton.Defining the lines between virtual and real world purchases:Second Life sells,but who's buying?[J].Computers in Human Behaviour.2010(26):1223-1227.
[2]Boreum Choi,Inseong Lee, Kiho Lee, Seungki Jung, Sunju Park, Jinwoo Kim.The Effects of Users'Motivation on their Perception to Trading Systems of Digital Content Accessories: Focusing on Trading Items in Online Games[J].Proceedings of the 40th Annual Hawaii International Conference on System Sciences.2007:1-10.
[3]Chee Siang Ang, Panayiotis Zaphiris,Shumaila Mallnlood.A model of Cognitive loads in massively multiPlayer online role Playing games.Interacting with Computer[J].No19.2007:167— 179.
[4]Dongseong Choi,Jinwoo Kim.Why People continue to Play online game:In search of critical design factors to increase customer loyalty to online contents.Cyber Psychology&Behaviour[J].Volume7, Numberl,2004:11—24.
[5]Kelly,R.V.&Kelly,R.V.Massively Multiplayer Online Role-playing Games[J].McFarland & Company.2004
[6]Kim.K.H.,Park.J.Y&Chum, H.C.E-lifestyle and Motives to use Online Games，Irish Marketing Review[J].2002.15(2):71-77
[7]Mirko Suznjevic,Ognjen Dobrijevic,Maja Matijasevic.Hack, Slash, and Chat:A study of players' ehavior and communication in MMORPGs[J].IEEE.2009.
[8]Nick Yee.Motivations for Play in online game, Cyber Psychology&Behaviour[J].VOlumeg, Number6,2006:772 - 775
[9]Penny Drennan and Dominique A. Keeffe.Virtual Consumption:Using Player Types to Explore Virtual Consumer Behaviour[J].Proceedings 6th International Conference:Entertainment Computing.2007:466-469.
[10]Savvas Papagiannidis.Michael Bourlakis, Feng Li.Making real money in virtual worlds: MMORPG and emerging business opportunities, challenges andethical implications in metaverses[J].Technological Forecasting & Social Change.2008(75):610-622.
[11]Vili Lehdonvirta, Terhi-Anna Wilska& Mikael Johnson.VIRTUAL CONSUMERISM Case Habbo Hotel[J].Information. Communication & Society.2009:1059-1079.
[2]黄少华,翟本瑞.网络社会学：学科定位与议题[M].北京：中国社会科学出版社.2006
[3]乔纳森·特纳.社会学理论的结构(第6版).邱泽奇等译[M1.北京：华夏出版社.2001
[4]时蓉华.社会心理学(第二版)[M].上海：上海人民出版社.2002
[5]郑杭生等.社会学概论新修(第三版)[M].北京：中国人民大学出版社.2003
[6]袁方.社会研究方向教程[M].北京：北京大学出版社.2009
[7]黄少华.网络空间的社会行为[M].北京：人民出版社.2008
[8]戴维·波普诺.社会学(第十版)[M].北京中国人民大学出版社.2009
[9]陈向明.质的研究方法与社会科学研究[M].北京：教育科学出版社.2000.1
[10]戚攻,邓新民.网络社会学[M].成都：四川人民出版社.2001
[11]陈文江,黄少华.网络社会学[M].北京：中国人民大学出版社.2002.8
[12]于海.西方社会思想史[M].上海：复旦大学出版社.2005.11
[13]张爱卿.动机论：迈向21世纪的动机心理学研究[M].武汉：华中师范大学出版社.1999
[14]刘赛.网络游戏行为的结构——一项探索性研[D].兰州大学.2011.5
[15]骆少康.在线游戏虚拟资产交易模式探索以及玩家社交关系对交易信任之影响[J].信息社会研究.2007(1)：87-108
[16]杨波.网络游戏中的人虚拟社区中的人际互动[D].兰州大学.2002.5
[17]黄少华.论网络空间的人际交往[J].社会科学研究.2002(4)：P93-97
[18]李琪,李峰.网络游戏：潜力巨大的新兴电子商务应用[J].电子商务.2004(3)：18-19
[19]范晓屏,基于虚拟社区的网络互动对网络购买行为的研究[D].浙江大学.2007.11
[20]杨莹.网络游戏中的人际交往探析[D].华中科技大学.2004.5
[21]于淼.我国当代大学生网络游戏消费动机研究[D].吉林大学.2008.4
[22]大学生角色扮演网络游戏动机、角色类型与自我同一性关系研究[D].四川师范大学.2008.3
[23]刘晋飞.大学生在网络游戏世界中互动持续性的影响因素分析[D].华中科技大学.2007.6
[24]温华.华中地区网络游戏青年消费者行为研究[D].湖南大学.2010.4
[25]陈泽佳.网络游戏虚拟物交易相关法律问题研究[D].复旦大学.2008.4
[26]郭兵.网络游戏消费者行为分析[D].浙江大学.2006.4
[27]林栋.网络游戏消费意愿影响因素研究[D].北京邮电大学.2008.3
[28]章魁锦.盗窃网络游戏中虚拟财产之行为定性研究[D].西南政法大学.2007.4
[29]熊曾静.网络游戏对顾客感知价值重复购买行为的影响研究[D].安徽大学.2010.4
[30]包丽雅.网络游戏虚拟物品交易的法律问题研究[D].内蒙古大学.2011.6
[31]蔡臣臣.我国网络游戏消费者行为分析[D].广西师范大学.2010.4
[32]刘素荣.虚拟货币交易风险及其监管对策[J].证券交易与上市公司.2009(19)：55-57
[33]付五平.网络虚拟财产交易问题探析[J].湖北第二师范学院学报.2010.4：80-82
[34]王梁,武晓伟,网络游戏对青少年的吸引力何在[J].中国青年研究.2006.6：12-15
[35]王秀梅.网络游戏虚拟物交易规范系列研,究之一[J].科技与法律.2007.3：57-59
[36]陈建敏.网络游戏中虚拟货币交易的法律规制[J].重庆科技学院学报(社会科学版).2009(3)：81-82
[37]王卓铭.网络游戏中虚拟物品交易浅析[J].第四媒体.2006.3：59-60
[38]许文克.中国虚拟物品交易研究[D].暨南大学.2007.5
[39]叶青.虚拟财产交易平台相关问题研究[J].商业时代.2010(9)：39-40
[40]刘旭.中国网游虚拟交易的发展分析[J].商场现代化.2011.3：66-67
[41]李惠.角色扮演类网络游戏与初中生交友观关系研究[D].陕西师范大学.2011.5
[42]杨棠安.线上游戏玩家表现与其人格特质之研究[D].静宜大学.2005
[43]周海平.网络游戏中虚拟资产交易平台的构建[D].对外经济贸易大学.2005.5
[44]李静.免费MMORPG商城虚拟道具玩家购买行为模型研究[D].西南石油大学.2011.6
[45]李家嘉.影响在线游戏参与者互动行为之因素探讨[D].中正大学硕士学位论文.2002
[46]周小瑜.网络游戏中虚拟财产问题研究[D].吉林财经大学.2011.4
[47]中国互联网信息中心.中国网络游戏用户调研报告.2010
[48]中国互联网信息中心.中国互联网发展状况统计报告.2012.6
[49]艾瑞咨询：http://www.iresearch.com.cn/Report/List.aspx?t=3&b=32
[1]Ashleigh K. Shelton.Defining the lines between virtual and real world purchases:Second Life sells,but who's buying?[J].Computers in Human Behaviour.2010(26):1223-1227.
[2]Boreum Choi,Inseong Lee, Kiho Lee, Seungki Jung, Sunju Park, Jinwoo Kim.The Effects of Users'Motivation on their Perception to Trading Systems of Digital Content Accessories: Focusing on Trading Items in Online Games[J].Proceedings of the 40th Annual Hawaii International Conference on System Sciences.2007:1-10.
[3]Chee Siang Ang, Panayiotis Zaphiris,Shumaila Mallnlood.A model of Cognitive loads in massively multiPlayer online role Playing games.Interacting with Computer[J].No19.2007:167— 179.
[4]Dongseong Choi,Jinwoo Kim.Why People continue to Play online game:In search of critical design factors to increase customer loyalty to online contents.Cyber Psychology&Behaviour[J].Volume7, Numberl,2004:11—24.
[5]Kelly,R.V.&Kelly,R.V.Massively Multiplayer Online Role-playing Games[J].McFarland & Company.2004
[6]Kim.K.H.,Park.J.Y&Chum, H.C.E-lifestyle and Motives to use Online Games，Irish Marketing Review[J].2002.15(2):71-77
[7]Mirko Suznjevic,Ognjen Dobrijevic,Maja Matijasevic.Hack, Slash, and Chat:A study of players' ehavior and communication in MMORPGs[J].IEEE.2009.
[8]Nick Yee.Motivations for Play in online game, Cyber Psychology&Behaviour[J].VOlumeg, Number6,2006:772 - 775
[9]Penny Drennan and Dominique A. Keeffe.Virtual Consumption:Using Player Types to Explore Virtual Consumer Behaviour[J].Proceedings 6th International Conference:Entertainment Computing.2007:466-469.
[10]Savvas Papagiannidis.Michael Bourlakis, Feng Li.Making real money in virtual worlds: MMORPG and emerging business opportunities, challenges andethical implications in metaverses[J].Technological Forecasting & Social Change.2008(75):610-622.
[11]Vili Lehdonvirta, Terhi-Anna Wilska& Mikael Johnson.VIRTUAL CONSUMERISM Case Habbo Hotel[J].Information. Communication & Society.2009:1059-1079.