社会与工程心理学研究室知识库

本研究在移动互联网和智能手机技术飞速发展的背景下，深入探讨了手机游戏中玩家对虚拟角色化身的认同感和其冲动购买倾向之间的关系，并分析了正念和自我控制在这一关系中的作用。手机游戏作为一种新兴的娱乐方式，已经深入人们的日常生活，并对玩家的消费行为产生了显著影响。玩家在游戏中通过化身体验不同的角色和故事，形成了一种特殊的自我认同，这种认同感与玩家的消费决策紧密相关。

本研究基于社会建构理论和自我差异理论，采用定量和定性相结合的方法，对 380 名手机游戏玩家进行了问卷以及 16 名手游玩家进行了深度访谈，探讨了玩家对游戏化身的认同感、正念水平、自我控制能力和冲动购买倾向之间的关系。研究一发现，玩家对游戏内化身的认同感越高，其冲动购买的可能性越大。正念在化身认同和冲动购买之间起到中介作用，而正念和自我控制共同构成链式中介，影响冲动购买倾向。正念和自我控制在冲动购买倾向和冲动购买 行为之间起到负向的调节作用，自我控制在化身认同和冲动购买倾向之间起到负向的调节作用。研究二关注化身认同和玩家在游戏和现实中正念的关系，并且明确了化身认同的多维度性，包括理想化形象认同、相似性、内在特质认同和代入感等。不同类型的手游中，玩家的化身认同也有所不同，而玩家的冲动购买倾向受对化身的喜爱、收集欲望、愉悦体验追求和理想形象契合度等多种因素驱动。此外，游戏中培养的正念习惯可能迁移到现实生活中，帮助玩家管理情绪和压力，提高生活质量。化身认同也可能激发玩家在现实生活中的自我反思和成长，但玩家也需要意识到游戏是现实生活的一部分，应追求游戏与现 实之间的平衡，避免过度依赖游戏来逃避现实问题。

本研究的发现对于游戏开发者、心理健康专业人士以及政策制定者都具有重要意义。游戏开发者可以通过设计促进玩家正念和自我控制的游戏元素，帮助玩家建立理性消费习惯。心理健康专业人士可以利用正念训练来提高玩家的自我控制能力，减少冲动购买行为。政策制定者应关注游戏设计中可能引发冲动购买的因素，制定相应政策保护消费者权益。

This study, set against the backdrop of rapid development in mobile Internet and smartphone technology, delves into the relationship between players' identification with avatars in mobile games and their tendency towards impulsive buying, and examines the role of mindfulness and self-control in this relationship. Mobile games, as an emerging form of entertainment, have deeply integrated into people's daily lives and significantly impacted players' consumer behaviors. Players form a unique sense of self-identification through their avatars in the game, experiencing various roles and stories, and this sense of identification is closely related to their consumption decisions.

Based on Social Construction Theory and Self-Discrepancy Theory, this study employed a combination of quantitative and qualitative methods, surveying 380 mobile game players and conducting in-depth interviews with 16 mobile game players. It explored the relationship between players' identification with game avatars, mindfulness levels, self-control abilities, and impulsive buying tendencies. Study one found that the higher the identification with in-game avatars, the greater the likelihood of impulsive consumption. Mindfulness plays a simple mediating role between avatar identification and impulsive buying tendency, and mindfulness and self-control together form a chain mediation that affects players' impulsive buying tendency. Mindfulness and self-control have a negative moderating effect between impulse buying tendency and impulse buying behavior, and self-control has a negative moderating effect between avatar identification and impulse buying tendency. Study two focused on the relationship between avatar identification and players' mindfulness in both the game and real life, and clarified the multidimensionality of avatar identification, including identification with idealized images, similarity, internal trait identification, and immersion. Different types of mobile games have different impacts on players' avatar identification, and players' impulsive buying tendencies are driven by various factors such as affection for avatars, collection desires, pursuit of pleasant experiences, and the fit with ideal images. Moreover, mindfulness habits cultivated in games may transfer to real life, helping players manage emotions and stress, and improve the quality of life. Avatar identification may also inspire self-reflection and growth in real life, but players also need to realize that games are part of real life and should pursue a balance between gaming and reality, avoiding over-reliance on games to escape real-life issues.

The findings of this study are significant for game developers, mental health professionals, and policymakers. Game developers can help players establish rational consumption habits by designing game elements that promote mindfulness and self-control. Mental health professionals can use mindfulness training to improve players' self-control abilities and reduce impulsive consumption behavior. Policymakers should pay attention to factors in game design that may trigger impulsive consumption and formulate corresponding policies to protect consumer rights.