管理评论

管理评论 ›› 2025, Vol. 37 ›› Issue (6): 238-251.

• 公共管理 • 上一篇    

越玩越环保，抑或越环保越玩:一个游戏化干预纵贯实验考察

齐航1,2,3, 司腾4, 王光超5, 邵帅6, 马寿峰2   

  1. 1. 湖北经济学院新财经交叉学科研究院(数字经济学院), 武汉 430074;
    2. 天津大学管理与经济学部, 天津 300072;
    3. 碳排放权交易省部共建协同创新中心, 武汉 430074;
    4. 清华大学公共管理学院, 北京 100083;
    5. 华中师范大学信息管理学院, 武汉 430074;
    6. 华东理工大学商学院, 上海 200237
  • 收稿日期:2023-01-09 发布日期:2025-07-10
  • 作者简介:齐航，湖北经济学院新财经交叉学科研究院（数字经济学院）副教授，天津大学管理与经济学部在站博士后，碳排放权交易省部共建协同创新中心特聘研究员，博士；司腾，清华大学公共管理学院博士研究生；王光超（通讯作者），华中师范大学信息管理学院副教授，博士；邵帅，华东理工大学商学院教授，博士生导师，博士；马寿峰，天津大学管理与经济学部教授，博士生导师，博士。
  • 基金资助:
    国家自然科学基金项目（72101085；72243004；72074132）；中国博士后科学基金项目（2022M722355）。

The Relationship between the Usage of Environmental Games and Normative Environmental Motivation—A Longitudinal Experimental Investigation of Gamification Intervention

Qi Hang1,2,3, Si Teng4, Wang Guangchao5, Shao Shuai6, Ma Shoufeng2   

  1. 1. Interdisciplinary Research Institute in New Finance and Economics (School of Digital Economics), Hubei University of Economics, Wuhan 430074;
    2. College of Management and Economics, Tianjin University, Tianjin 300072;
    3. Collaborative Innovation Center for Emissions Trading System Co-constructed by the Province and Ministry, Wuhan 430074;
    4. School of Public Policy and Management, Tsinghua University, Beijing 100083;
    5. School of Information Management, Central China Normal University, Wuhan 430074;
    6. School of Business, East China University of Science and Technology, Shanghai 200237
  • Received:2023-01-09 Published:2025-07-10

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摘要： 以“蚂蚁森林”为代表的环保型游戏掀起了环保公益的游戏化浪潮，游戏化干预已逐渐被视为一种数字技术赋能的环保治理创新形式。然而，持续使用环保型游戏与环保规范动机究竟孰因孰果？游戏化干预影响是否可持续？与传统宣传教育的影响有何区别？尚缺乏纵向数据验证。本文招募了141名“蚂蚁森林”游戏新玩家并实施了两阶段纵贯田野实验。研究发现：①持续参与游戏与环保规范动机并不存在双向因果的关系，环保规范动机是游戏化干预策略实现长期有效性的重要前提；②持续参与环保型游戏存在正向影响个体环保规范动机的心理学机制——通过提高个体环保关注度进而培养心理所有权的链式中介而发生作用；③游戏化干预对心理所有权的提升在干预弱化后仍具有持续性，这是宣传教育干预无法达到的，并且它与宣传教育存在负向交互作用。因此，游戏化干预是宣传教育的有力替代方案，然而存在受众上的局限性，培养居民绿色生活方式仍需政府综合施策。

关键词: 环境治理, 宣传教育, 有限关注, 心理所有权, 交叉滞后分析

Abstract: Under the background of the digital economy, the environmental games represented by Ant-Forest have led the gamification fashion of environmental protection, which is also an example of the technology-empowered environmental governance innovation. Although previous studies have confirmed that environmental games promote pro-environmental behavior, most of the existing studies are cross-sectional surveys, which can hardly smooth out the dispute about the relationship between the continuous use of environmental games and the normative environmental motivation, and to confirm the short-term and long-term effects of gamification interventions. This study recruits 141 subjects who have rare experience with Ant-Forest and first organizes a two-stage randomized field experiment. In the first stage (30 days), the subjects are randomly assigned to four experimental groups to receive corresponding experimental treatments and participate in a questionnaire survey before and after the experiment. In the second stage (110 days), all subjects do not receive any intervention and only participate in the follow-up survey at the end. A series of statistical analyses indicate that (1) normative environmental motivation can significantly positively predict the willingness to use environmental games a month later, but the willingness to use environmental games cannot predict normative environmental motivation in the future; (2) gamification intervention significantly improves the environmental concern and psychological ownership of players, and it is sustainable after the intervention is weakened or even disappear, while the traditional intervention, environmental appeals, can only significantly improve the environmental concern. (3) A negative interaction effect is observed between gamification intervention and environmental appeals. Therefore, gamification intervention with extremely low social and economic costs can be an effective alternative to environmental appeals. However, the government still needs to take comprehensive measures to train the public to “form a lasting and universal green lifestyle”. This study makes certain theoretical contributions to the exploration of the internal mechanism of how the sustainable use of environmental games influences players’ psychology and motivations.

Key words: environmental governance, environmental appeals, limited attention, psychological ownership, cross-lagged study