虚拟化身对个体亲社会行为的影响——论虚拟环境与现实环境的交互

The Impact of Virtual Avatars on Individual Prosocial Behavior—On the Interaction between Virtual Environment and Real Environment

摘要: 虚拟化身是个体在虚拟环境中的自我呈现，化身形象是与特定刻板印象相联系的虚拟化身的外在表象。近年来，随着互联网技术的发展，网络视频游戏逐渐兴起，深受广大网民的喜爱。在游戏中，玩家可以操纵化身进行游戏，并可以与其他玩家的化身形象进行社会性互动，因此游戏化身的特征可能会对玩家产生影响，进而导致玩家现实生活中的行为改变。自动化模型、社会学习理论、化身认同理论以及普罗透斯效应可以用来解释虚拟化身对个体行为的影响。未来的研究应关注虚拟化身对个体其他方面行为的影响、化身类型和化身认同程度对亲社会行为的影响、虚拟化身影响亲社会行为的中介和调节因素、虚拟化身影响亲社会行为的内在机制等方向。

Abstract: A virtual avatar is an individual’s self presentation in a virtual environment, and the avatar image is the external representation of a virtual avatar that is associated with specific stereotypes. In recent years, with the development of internet technology, online video games have gradually emerged and are deeply loved by netizens. In the game, players can manipulate their avatars and engage in social interactions with other players’ avatar images. Therefore, the characteristics of game avatars may have an impact on players, leading to changes in their behavior in real life. Automation model, Social cognitive theory, avatar identity theory and Proteus effect can be used to explain the impact of virtual avatars on individual behavior. Future research should focus on the impact of virtual avatars on other aspects of individual behavior, the impact of avatar types and identity levels on prosocial behavior, the mediating and moderating factors of virtual avatars’ influence on prosocial behavior, and the internal mechanisms of virtual avatars’ influence on prosocial behavior.