电商平台游戏化促进用户绿色消费行为的内在逻辑与现实困境——以蚂蚁森林为例

The Internal Logic and Practical Dilemma of Gamification of E-Commerce Platforms to Promote Users’ Green Consumption Behavior—Taking Ant Forest as an Example

摘要: 在数字经济与低碳转型深度融合背景下，电商平台借助游戏化工具重塑用户绿色消费行为模式，已成为环境治理数字化转型的前沿议题。本文以蚂蚁森林为研究样本，系统梳理相关理论脉络与实践经验，旨在揭示电商平台游戏化促进用户绿色消费行为的内在逻辑，同时深入剖析当前实践中的现实困境，为完善平台治理与政策设计提供理论参考。

Abstract: Under the background of the deep integration of digital economy and low-carbon transformation, e-commerce platforms have reshaped users’ green consumption behavior mode with the help of gamification tools, which has become a cutting-edge issue in the digital transformation of environmental governance. This paper focuses on the internal logic of gamification on e-commerce platforms to promote users’ green consumption behavior, and takes Ant Forest as a research sample to systematically sort out the relevant theoretical veins and practical experiences. The study aims to reveal how gamification elements influence users’ decision-making through the triple mechanism of cognitive remodeling, emotional connection and behavioral reinforcement, and at the same time, analyze the structural contradictions in the current practice, so as to provide theoretical references for the improvement of platform governance and policy design.