净促销商分数的反转可能表明数字使用存在问题
1Medill School of Journalism, Media, Integrated Marketing Communications, Northwestern University, 1845 Sheridan Road, Evanston, IL, 60208, USA. julian.runge@northwestern.edu.
Scientific reports
|December 7, 2025
概括
数字产品数据可以检测出有问题的消费. 净促销者得分 (NPS) 逆转,用户不喜欢但继续使用产品,表明潜在的自我控制问题和强迫行为.
科学领域:
- 消费者心理学 消费者心理学
- 数字福利研究研究 数字福利研究
- 行为经济学是一种行为经济学.
背景情况:
- 问题性的数字消费是消费者福祉日益关注的问题.
- 早期检测有问题的数字使用是困难的,目前的方法.
- 关于强迫性消费和双过程理论的现有研究为了解用户行为提供了基础.
研究的目的:
- 调查是否经常收集的数字产品数据可以识别有问题的使用指标.
- 提出和测试净促销商得分 (NPS) 逆转的概念,以此作为不规范数字消费的信号.
- 评估NPS逆转在现实数字产品环境中的流行程度和影响.
主要方法:
- 借鉴双重过程理论,强迫性消费研究和临床标准.
- 定义和测量净促销商得分 (NPS) 逆转:与持续或增加的产品使用一起的负面评价.
- 分析来自免费玩的手机游戏中的用户数据,其中包含战利品盒,以识别NPS反转模式.
主要成果:
- 很大一部分移动游戏用户表现出NPS逆转.
- 这些用户在继续玩游戏时表达了对游戏的不满.
- NPS逆转表明自我控制和强迫性参与的潜在问题.
结论:
- 净促销商得分 (NPS) 反转是一个有问题的数字消费的可行指标.
- 这些发现对学术研究和数字产品设计的实际应用都有影响.
- 市场中的系统可以利用NPS反转数据来早期检测和预防有害的使用模式.
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