The Nature of Metaverse:A Perspective from Attention Economy——Together with the Monetization of Attention Resources in Metaverse
With the rapid advancement of Web 3.0 technology,numerous enterprises are competing to establish a presence in the metaverse industry by launching metaverse-related products. However,current research lacks a comprehensive exploration of the essential characteristics and fundamental principles that govern the metaverse economy. Moreover,the rapid development of the metaverse faces several challenges,which have not been thoroughly analyzed in terms of their underlying causes or potential solutions.This paper,from the perspective of Web 3.0's influence on the allocation of attention resources,argues that the core of the metaverse economy is an attention economy. It identifies the primary contradiction in the metaverse economy:the conflict between immersive experiences and the limitations of human attention. On one hand,the immersive nature of digital products and economic activities in the metaverse increases competition for users' attention across different platforms. Unlike the traditional internet economy,users' attention is more easily diverted between various metaverse platforms,intensifying competition among these platforms for attention retention and conversion. On the other hand,given the finite nature of attention,the exclusivity demanded by immersive experiences exacerbates the scarcity of attention resources.Two key mechanisms are proposed to mitigate this conflict:the "digital body" and "digital currency." The "digital body," enabled by Web 3.0 technologies,expands attention resources by allowing users to engage in economic activities through both their physical and digital selves. Meanwhile,digital currencies,based on blockchain technology,can convert attention into standardized units,facilitating its exchange and circulation. Additionally,digital avatar technology enables users to inhabit multiple platforms simultaneously,presenting further challenges for digital currency technologies. Consequently,the development of the metaverse is expected to follow a polycentric platform model,rather than becoming fully decentralized.This paper introduces several innovations compared to existing literature. First,it elaborates the nature of the metaverse economy from an attention-based perspective,highlighting the fundamental paradox that while metaverse activities offer immersive experiences,users' limited attention constrains the expansion and deepening of such experiences. Second,the paper integrates digital avatars and digital currencies as key sources and monetization mechanisms for attention resources in the metaverse,bridging gaps in existing research by embedding attention within the social and monetary systems of metaverse platforms. It argues that the introduction of digital avatars and digital currencies is crucial for resolving the core contradiction of the metaverse economy. Third,by considering the multi-platform inhabitation enabled by digital avatars,this paper posits that the metaverse economy will adopt a polycentric structure,rather than a completely decentralized one.The findings of this study reveal the unique characteristics and developmental trajectory of the metaverse as an emerging form of digital economy. These insights offer valuable guidance for government authorities in regulating and governing this new economic form. They can assist in the implementation of antitrust measures within the digital economy and foster the healthy development of metaverse-related industries,ultimately contributing to the empowerment of the real economy.
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