资源稀缺不仅是全社会面临的共同问题，也是人们在日常生活中常常遇到的 挑战。客观的资源稀缺会激发人们主观的资源稀缺感，并且这种稀缺感是持久且 深刻的，即使资源问题被解决，稀缺感也难以消失。与此同时，随着科技的发展， 越来越多的虚拟商品从实体商品中发展出来，经济实惠且借助计算机可以方便快 捷地使用，例如电子书、电子专辑、电子游戏等，给消费者提供了更加丰富的选 择。但当面对资源稀缺感时，消费者对虚拟商品的偏好是否会被影响还不明确。 本研究提出，资源稀缺感会降低消费者对虚拟商品的心理所有权，从而会降低对 虚拟商品的偏好。

本文通过三个研究验证了以上猜想。研究 1 分为研究 1A 和研究 1B，两个 研究均采用问卷法，发现资源稀缺感负向预测个体对虚拟商品的偏好;研究 2 通 过操纵资源稀缺感，验证了资源稀缺感降低虚拟商品偏好这一因果关系;研究 3 除了操纵资源稀缺感，还测量了个体对虚拟商品的心理所有权，再次验证了主效 应，并且证明了虚拟商品心理所有权感知在这一过程中起到中介作用。

总之，本文证实了资源稀缺感通过降低虚拟商品的心理所有权，降低了消费 者对虚拟商品的偏好。这一发现丰富了关于资源稀缺感的后效研究，并在如今普 遍资源稀缺的背景下，为虚拟商品的设计及营销手段提供参考。

Resource scarcity is not only a common society problem, but also a personal challenge in daily lives. Objective resource shortages will stimulate subjective sense of resource scarcity, which is long-lasting and profound. Even if the resource problem is solved, the sense of scarcity will not disappear. At the same time, with the development of technology, more and more virtual goods have been developed from physical goods, which are economical and can be used conveniently and quickly with computers, such as e-books, electronic music, electronic games and so on. However, it is unclear whether consumers’ preferences for virtual goods will be affected by a sense of resource scarcity. This study proposes that the perception of resource scarcity will reduce consumers' psychological ownership of virtual goods, thereby reducing their preference for virtual goods.

This article verifies the above hypothesis through three studies. Study 1 is divided into Study 1A and Study 1B, which proves that the sense of resource scarcity negatively predicts individual preference for virtual goods; Study 2 by manipulating the sense of resource scarcity, verifies the causal relationship that the sense of resource scarcity reduces the preference for virtual goods; Study 3 measures psychological ownership of virtual goods, verified the main effect again, and proved that psychological ownership plays a mediating role in this process.

In summary, this paper confirms that the sense of resource scarcity hinders consumers' preference for virtual goods by reducing psychological ownership. This discovery enriches the research on the aftereffects of resource scarcity, and provides a reference for the design and marketing of virtual goods in the context of today's widespread resource scarcity.