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内疚会影响我们游戏消费吗？

Does Guilt Emotion Affect Our Game Consumption?

Psychology of China / 2025,7(3)：255-260 / 2025-03-25 41 23

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• Authors: 李晓彤     
• Information:

  广西师范大学，广西

• Keywords: 游戏消费；消费意愿；心理模拟；内疚情绪
• Gaming consumption; Consuming willingness; Guilt; Psychological simulation
• Abstract: 情绪是影响消费意愿的重要因素。目前对游戏消费意愿的心理研究更多从质性角度出发，鲜有关于消极情绪对游戏消费意愿的量性研究。过去研究可知，内疚情绪和心理模拟会对个体的消费意愿产生影响，因此，内疚情绪和心理模拟以及两者的交互作用是否会对游戏消费意愿产生相同的影响需要进一步具体探讨。本研究使用双因素两水平的被试间实验，通过对情绪类型和心理模拟的操纵，探讨不同情绪下使用不同心理模拟方式的游戏消费意愿差异。结果表明，情绪类型对游戏消费意愿的主效应显著，内疚情绪个体的游戏消费意愿显著低于中性情绪的游戏消费意愿；内疚情绪和心理模拟的交互作用显著，内疚情绪下使用结果模拟会显著降低游戏消费意愿，加剧内疚情绪对游戏消费意愿的消极影响。该研究结果补充了情绪与游戏消费之间的量性研究，也为游戏企业的营销发展提供建议。
• Emotion is a significant factor of the consumption intention. Current psychological research on the intention of gaming consumption primarily adopts qualitative perspectives, with limited quantitative studies examining the impact of negative emotions on the intention of gaming consumption. Previous studies have demonstrated that guilt and psychological simulation affect consumer’s willingness. Consequently, whether guilt and psychological simulation and its interaction exert similar effects on the intention of gaming consumption warrants further exploration. This study employed a two-factor, two-level between-subjects experimental design, manipulating emotion types (guilt emotion vs. neutral emotion) and psychological types (process simulation vs. result simulation), to investigate differences in gaming consumption intention under varying emotional states and psychological simulation strategies. The results indicate that the main effect of emotion type on gaming consumption intention is significant. Specifically, individuals experiencing guilt exhibit significantly lower gaming consumption intention compared to those in a neutral emotional state. Furthermore, the interaction effect between guilt and psychological simulation is significant. Under guilt emotion, the use of result simulation significantly reduces gaming consumption intention, thereby exacerbating the negative impact of guilt on gaming consumption intention. These results enrich quantitative research on emotions and gaming consumption while providing practical implications for marketing strategies in the gaming industry.
• DOI: https://doi.org/10.35534/pc.0703040
• Cite: 李晓彤．内疚会影响我们游戏消费吗？［J］．中国心理学前沿，2025，7（3）：255-260．