讲座主题：Leveraging the Numerosity Effect to Influence Perceived Expensiveness of Virtual Items
讲座内容：Selling virtual items (e.g., clothing, weapons, or virtual furniture) serves as one of the major revenue sources for online game operators. Therefore, exploring what specific factors and design attributes may affect the sales of virtual items has become an important issue. This research draws upon prior studies on currency numerosity, contextualizing them to online game contexts to develop several theory-based predictions about how online game currency numerosity affects players’ perceived expensiveness and consequently their purchase intention of virtual items. To test these predictions, we conducted six experiments that investigate numerosity effects in massive multiplayer online games (MMOs) where players can exchange real money for game currency based on an exchange rate in order to purchase virtual items. Results indicate: 1) when the game currency exchange rate is not salient (e.g., game currency exchange rate is not mentioned or players have sufficient game currency in their account), players consider a virtual item as more expensive if the price is high (vs. low) in numerosity; but 2) when the game currency exchange rate is salient (e.g., game currency exchange rate is mentioned and no additional information indicates that it is irrelevant), players consider a virtual item as cheaper if the price is high (vs. low) in numerosity; in addition, 3) in the latter case, numerosity increases players’ purchase intention of non-social, but not social, virtual items through the mediating effect of perceived expensiveness. Our notable findings contribute to the existing literature on numerosity and provide guidance for the design of virtual currency systems in MMOs.
主讲人简介：黄韫慧，南京大学商学院教授、博士生导师。国家万人计划青年拔尖人才。北京大学心理学系学士/经济学学士、心理学博士。主要研究方向为消费者行为。在Journal of Consumer Research、Information Systems Research、Journal of Consumer Psychology等国内外高水平刊物上发表文章40余篇。兼任南京大学长三角文化产业研究院执行院长，《南大商学评论》、《营销科学学报》、《文化产业研究》编委。主持国家自然科学基金项目3项。