Licensing Effect of Pro-Environmental Behavior in Metaverse

被引：8

作者：

Jin, Hyungrok ^{[1
]}

Hwang, Jaehee ^{[2
]}

Luo, Bingqin ^{[2
]}

Kim, Taeyeon ^{[2
,3
,4
]}

Sung, Yongjun ^{[2
]}

机构：

[1] Univ Texas Austin, Moody Coll Commun, Stan Richards Sch Advertising & Publ Relat, Austin, TX USA

[2] Korea Univ, Sch Psychol, Seoul, South Korea

[3] Kwangwoon Univ, Sch Media & Commun, Seoul, South Korea

[4] Kwangwoon Univ, Sch Media & Commun, Hanwool 72,620 Kwangwoon Ro, Seoul, South Korea

来源：

CYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING | 2022年 / 25卷 / 11期

基金：

新加坡国家研究基金会;

关键词：

Metaverse; licensing effect; avatar; pro-environmental behavior; VIRTUAL-REALITY; SELF; GREEN; WORLD; PRODUCTS; IDENTITY; HEALTH; ONLINE; SELVES; MODEL;

D O I：

10.1089/cyber.2021.0320

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

The Metaverse is an important virtual venue in people's daily lives. This study examined whether pro-environmental behaviors in the Metaverse with a self-customized avatar lead to licensing effects, thereby reducing pro-environmental intention in reality. In addition, the study examined the mediating effect of self-presence on the relationship between avatar customization and pro-environmental behavior. A laboratory experiment was conducted using ZEPETO, a Metaverse platform. A total of 60 participants were randomly assigned to the self-customized avatar condition or the assigned avatar condition, and they engaged in pro-environmental behaviors on the Metaverse platform. Participants with self-customized avatars had less intention to engage in pro-environmental behavior in reality after engaging in pro-environmental behavior in the Metaverse than those with assigned avatars. Furthermore, self-presence partially mediated the relationship between avatar customization and pro-environmental intention.

引用

页码：709 / 717

页数：9

共 64 条

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