Управленец

2218-5003

2686-7923

10.29141/2218-5003-2023-14-2-3

UDQNRA

https://upravlenets.usue.ru/ru/-2023/1242

Метавселенные: переход к новой бизнес-модели или образ будущего?

Metaverses: Transition to a new business model or the image of the future?

Орехова

Светлана Владимировна

Орехова

Светлана Владимировна

Orekhova

Svetlana V.

bentarask@list.ruПлахин

Андрей Евгеньевич

Плахин

Андрей Евгеньевич

Plakhin

Andrey Ye.

apla@usue.ru

Ural State University of Economics (Ekaterinburg, Russia)Уральский государственный экономический университет (г. Екатеринбург, РФ)

05052023

14235462512202228022023

CC BY-NC 4.0

Появление феномена сетевых благ стало локомотивом развития экономики последнего десятилетия. Дальнейшая эволюция организации бизнеса видится авторам как трансформация традиционных и платформенных моделей в метавселенные. Однако научные изыскания в этой области отстают от практики. Статья представляет собой формализованный научный обзор исследований метавселенных как технологического, экономического и общественного феномена. Методология работы базируется на концепциях бизнес-моделей, платформенной экономики и цифровизации. Методика исследования основана на таксономии и дальнейшей кластеризации наиболее цитируемых публикаций с помощью инструментов, встроенных в программный продукт VOSviewer. Информационную базу составили отобранные по тематике и ключевым словам статьи, размещенные в МНБД Scopus. Проведен терминологический анализ понятия «метавселенная» и выполнена кластеризация публикаций. Выделены таксономические направления изучения метавселенных, ориентированные на решение разных задач: привлечение внимания общественности к этому феномену как таковому; анализ технологического механизма действия метавселенных; определение предположительных выгод от их функционирования. Детализация наиболее цитируемых статей по рассматриваемой тематике показала, что в настоящее время исследовательская повестка сосредоточена на технологическом аспекте. Метавселенная понимается как особая технологическая система, использующая набор технических средств для виртуализации пространства. В то же время наблюдается эволюционный переход к представлению метавселенной как бизнес-модели: от фантазийного виртуального мира или технологической системы к уникальному социальному механизму, обеспечивающему новые экономические и общественные эффекты, инновационные способы монетизации и создание ценности для пользователей.

Over the last decade, the phenomenon of network goods has been the driving force behind the economic development. The further evolution of business organization is seen as a transformation of traditional and platform models into metaverses. However, theoretical developments in this field lag behind practice. The article presents a formalized scientific review of research studies on metaverses as a technological, economic and social phenomenon. The concepts of business models, platform economy and digitalization constitute the theoretical basis of the work. The research method is based on taxonomy and further clustering of the most cited publications using the VOSviewer software tools. The empirical data include a set of works indexed in Scopus and selected by the subject area and keywords. The authors analyze the terminological essence of the notion “metaverse” and perform the clustering of the publications. We identify the taxonomic avenues for investigating metaverses, which tackle a number of issues: attracting public attention to this phenomenon, scrutinizing the technological mechanism of metaverses’ functioning, and considering their perceived benefits. The analysis of the most cited articles on metaverses indicates that the research agenda focuses primarily on the technological aspect. A metaverse is viewed as a special technological system that uses a set of technical means for space virtualization. At the same time, there is an evolutionary transition to interpreting metaverse as business model: from a fantasy virtual world or a technological system to a unique social mechanism that provides new economic and social effects, as well as innovative ways of monetization and value creation for users.

метавселенные;бизнес-модель;технологическая система;виртуальный мир;цифровизация;цифровая трансформация;сетевая бизнес-модель.

metaverses;business model;technological system;virtual world;digitalization;digital transformation;networkbased business model.

Артур У.Б. (2015). Теория сложности в экономической науке: иные основы экономического мышления // Terra Еconomicus. Т. 13, № 2. С. 15–37.

Макконнелл К.Р., Брю С.Л. (1996). Экономикс: Принципы, проблемы и политики: в 2 т.: пер. с англ. Т. 1. Москва: Республика.

Орехова С.В. (2022). Сетевая экономика. Екатеринбург: Издательство Уральского государственного экономического университета.

Орехова С.В., Евсеева М.В. (2020). Технологические системы в экономике: гетеродоксальный подход и институциональные основы // Журнал институциональных исследований. Т. 12, № 4. С. 34–53.

Орехова С.В., Мисюра А.В. (2020). Трансформация бизнес-модели и возрастающая отдача высокотехнологичного предприятия // Вестник Челябинского государственного университета. № 6 (440). С. 75–85.

Amorim T., Tapparo L., Marranghello N., Silva A. (2014). A multiple intelligences theory-based 3D virtual lab environment for digital systems teaching. Procedia Computer Science, vol. 29, pp. 1413–1422. https://doi.org/10.1016/j.procs.2014.05.128

Arik K., Gezer M., Tolun Tayali S. (2022). Predictive models for customer churn analysis in MMORPG games. Upravlenets / The Manager, vol. 13, no. 6, pp. 70–85. DOI: 10.29141/2218-5003-2022-13-6-6. EDN: KBZBMO.

Bailenson J.N., Swinth K., Hoyt C., Persky S., Dimov А., Blascovich J. (2005). The independent and interactive effects of embodiedagent appearance and behavior on self-report, cognitive, and behavioral markers of copresence in immersive virtual environments. Presence: Teleoperators & Virtual Environments, vol. 14, no. 4, pp. 379–393. DOI: 10.1162/105474605774785235

Barry D.M., Ogawa N., Dharmawansa A.D., Kanematsu H., Fukumura Y., Shirai T., Yajima K., Kobayashi T. (2015). Evaluation for students’ learning manner using eye blinking system in Metaverse. Procedia Computer Science, vol. 60, pp. 1195–1204. https://doi.org/10.1016/j.procs.2015.08.181

Bourlakis М., Papagiannidis S., Li F. (2009). Retail spatial evolution: Paving the way from traditional to metaverse retailing. Electronic Commerce Research, vol. 9, pp. 135–148. DOI: 10.1007/s10660-009-9030-8

Cameron A. (2012). Splendid isolation: ‘Philosopher’s islands’ and the reimagination of space. Geoforum, vol. 43, issue 4, pp. 741–749. https://doi.org/10.1016/j.geoforum.2011.12.008

Collins C. (2008). Looking to the future: Higher education in the Metaverse. EDUCAUSE Review, vol. 43, no. 5, pp. 51–63.

Connolly T.M., Mark S., Hainey H.T. (2011). An alternate reality game for language learning: ARGuing for multilingual motivation. Computers & Education, vol. 57, no. 1, pp. 1389–1415. DOI: 10.1016/j.compedu.2011.01.009

Davis A., Murphy J., Owens D., Khazanchi D., Zigurs I. (2009) Avatars, people, and virtual worlds: Foundations for research in Metaverses. Journal of the Association for Information Systems, vol. 10, no. 2, рр. 90–117. DOI: 10.17705/1jais.00183

DeSanctis G., Poole M.S. (1994). Capturing the complexity in advanced technology use: Adaptive structuration theory. Organization Science, vol. 5, no. 2, pp. 121–147.

Dionisio J., Gilbert R. (2011). 3D virtual worlds and the Metaverse: Current status and future possibilities. ACM Computing Surveys, no. 5, рр. 1–43. DOI: 10.1145/2480741.2480751

Dowling M. (2021). Fertile LAND: Pricing non-fungible tokens. Finance Research Letters, vol. 44, 102096, pp. 1–11. https://doi.org/10.1016/j.frl.2021.102096

Evans D.S., Schmalensee R. (2007). The industrial organizations of markets with two-sided platforms. Competition Policy International, vol. 3, no. 1, рр. 151–179.

Forte M., Lercari N., Galeazzi F., Borra D. (2010). Metaverse communities and archaeology: The case of Teramo. Proceedings of EuroMed: The 3rd Int. Conf. dedicated on Digital Heritage, pp. 79–84.

Gawer A., Cusumano M.A. (2002). Platform leadership: How Intel, Microsoft, and Cisco drive industry innovation. Boston: Harvard Business Review Press.

Germonprez M., Hovorka D., Collopy F. (2007). A theory of tailorable technology design. Journal of the Association for Information Systems, vol. 8, issue 6, pp. 351–367. DOI: 10.17705/1jais.00131

Goertzel B. (2007). Human-level artificial general intelligence and the possibility of a technological singularity: A reaction to Ray Kurzweil’s The Singularity Is Near, and McDermott’s critique of Kurzweil. Artificial Intelligence, vol. 171, issue 18, pp. 1161–1173. https://doi.org/10.1016/j.artint.2007.10.011

Guadagno R.E., Blascovich J., Bailenson J.N., McCall C. (2007). Virtual humans and persuasion: The effects of agency and behavioral realism. Media Psychology, vol. 10, no. 1, pp. 1–22.

Guo J., Angelina C., Rolf W.T. (2011). Virtual wealth protection through virtual money exchange. Electronic Commerce Research and Applications, vol. 10, no. 3, pp. 313–330. DOI: 10.1016/j.elerap.2010.10.003

Hazan S. (2010). Musing the Metaverse. Heritage in the digital era. Brentwood, Essex, UK: Multi-Science Publishing.

Huggett J. (2020). Virtually real or really virtual: Towards a heritage Metaverse. Studies in Digital Heritage, vol. 4, no. 1, pp. 1–15. https://doi.org/10.14434/sdh.v4i1.26218

Jaynes C., Seales W.B., Kalvert C., Fei Z. (2003). The Metaverse: A networked collection of inexpensive, self-configuring, immersive environments. Proceedings of the workshop on Virtual environments.

Kanematsu H., Ogawa N., Shimizu A., Shirai T., Kawaguchi M., Kobayashi T., Nakahira K., Barry D. (2017). Skype discussion for PBL between two laboratories and students biological/psychological responses. Procedia Computer Science, vol. 112, pp. 1730–1736. DOI: 10.1016/j.procs.2017.08.200

Kemp J., Daniel L. (2006). Putting a Second Life “Metaverse” skin on learning management systems. Proceedings of the Second Life education workshop at the Second Life community convention. Vol. 20. CA, San Francisco: The University of Paisley.

Kim S.K., Joo Y.S., Shin M., Han S. (2013). Virtual world control system using sensed information and adaptation engine. Signal Processing: Image Communication, vol. 28, no. 2, pp. 87–96. DOI: 10.1016/J.Image.2012.10.006

Kraus S., Kanbach D.K., Krysta P.M., Steinhoff M.M., Tomini N. (2022). Facebook and the creation of the metaverse: Radical business model innovation or incremental transformation? International Journal of Entrepreneurial Behaviour & Research, vol. 28, no. 9, pp. 52–77. DOI: 10.1108/IJEBR-12-2021-0984

Lanier J., Biocca F. (1992). An insider’s view of the future of virtual reality. Journal of Communication, vol. 42, no. 4, pp. 150–172. https://doi.org/10.1111/j.1460-2466.1992.tb00816.x

Lee K., Kang M. (2012). I became an attractive person in the virtual world: Users’ identification with virtual communities and avatars. Computers in Human Behavior, vol. 28, no. 5, pp. 1663–1669.

Luse A., Brian M., Janea T. (2013). The changing nature of user attitudes toward virtual world technology: A longitudinal study. Computers in Human Behavior, vol. 29, no. 3, pp. 1122–1132. DOI: 10.1016/j.chb.2012.10.004

Martin R., Sunley P. (2007). Complexity thinking and evolutionary economic geography. Journal of Economic Geography, vol. 7, no. 5, pp. 573–601. DOI: 10.1093/jeg/lbm019

Moazed A., Johnson N.L. (2016). Modern monopolies: What it takes to dominate the 21st century economy. N.Y.: St. Martin’s Press.

Moldoveanu A., Grădinaru A., Ferche O-M., Ştefan L. (2014). The 3D UPB mixed reality campus: Challenges of mixing the real and the virtual. The 18th Int. Conf. on System Theory, Control and Computing (ICSTCC). IEEE.

Mowshowitz A. (1997). Virtual organization. Communications of the ACM, vol. 40, no. 9, pp. 30–37. https://doi.org/10.1145/260750.260759

Owens D., Mitchell A., Khazanchi D., Zigurs I. (2011). An empirical investigation of virtual world projects and Metaverse technology capabilities. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, vol. 42, no. 1, pp. 74–101. DOI: 10.1145/1952712.1952717

Papagiannidis S., Bourlakis M.A. (2010). Staging the New Retail Drama: At a Metaverse near you! Journal of Virtual Worlds Research, vol. 2, no. 5, pp. 425–446. https://doi.org/10.4101/jvwr.v2i5.808

Park S.-M., Kim Y.-G. (2022). A Metaverse: taxonomy, components, applications, and open challenges. IEEE Access PP, vol. 99, 1-1 DOI: 10.1109/ACCESS.2021.3140175

Parker G.G., Van Alstyne M.W., Choudary S.P. (2017). Platform revolution: Now networked markets are transforming the economy – And now to make them work for you. N.Y.: W.W. Norton & Company Inc.

Preda M., Francisco M., Timmerer C. (2013). Introduction to the special issue on MPEG-V. Signal Processing Image Communication, vol. 28, no. 2, pp. 85–86. DOI: 10.1016/j.image.2012.12.002

Prisco G. (2009). A virtual world space agency. Futures, vol. 41, no. 8, pp. 569–571.

Rochet J.C., Tirole J. (2003). Platform competition in two-sided markets. Journal of the European Economic Association, nо. 4, рр. 990–1029.

Rymaszewski M., Au W.J., Wallace M., Winters C., Ondrejka C., Batstone-Cunningham B., Rosedaleet P. (2007). Second life: The official guide. John Wiley & Sons.

Schneider V. (2012). Governance and complexity. The Oxford handbook of governance. Oxford: Oxford University Press. Рp. 129–142.

Schroeder R., Huxor A., Hudson-Smith A. (2001). Activeworlds: Geography and social interaction in virtual reality. Futures, vol. 33, no. 7, pp. 569–587. DOI: 10.1016/S0016-3287(01)00002-7

Stephenson N. (1992). Snow crash. London: Bantam Books.

Wright M., Ekeus H., Coyne R., Stewart J.K. (2008). Augmented duality: Overlapping a Metaverse with the real world. Proc. of the 2008 Int. Conf. on Advances in Computer Entertainment Technology.

Xi N., Chen J., Gama F., Riar M., Hamari J. (2022). The challenges of entering the metaverse: An experiment on the effect of extended reality on workload. Information Systems Frontiers, vol. 25, pp. 659–680. https://doi.org/10.1007/s10796-022-10244-x

Zackery A., Shariatpanahi P., Zolfagharzadeh M.M., Pourezzat A.A. (2016). Toward a simulated replica of futures: Classification and possible trajectories of simulation in futures studies. Futures, vol. 81, pp. 40–53.

Zhao S. (2003). Toward a taxonomy of copresence. Presence Teleoperators & Virtual Environments, vol. 12, no. 5, pp. 445–455. DOI: 10.1162/105474603322761261

Arthur W.B. (2015). Complexity economics: A different framework for economic thought. Terra Economicus, vol. 13, no. 2, pp. 15–37. (in Russ.)

McConnell C.R., Brue S.L. (1996). Economics: Principles, Problems, & Policies. In 2 vols. Vol. 1. Moscow: Respublika. (in Russ.)

Orekhova S.V. (2022). Network economics. Ekaterinburg: Ural State University of Economics Publ. (in Russ.)

Orekhova S.V., Evseeva M.V. (2020). Technological systems and economy: A heterodox approach and institutional framework. Zhurnal institutsionalnykh issledovaniy / Journal of Institutional Studies, vol. 12, no. 4, pp. 34–53. DOI: 10.17835/2076-6297.2020.12.4.034-053. (in Russ.)

Orekhova S.V., Misyura A.V. (2020). Business model’s transformation and increasing results of a high-tech company. Vestnik Chelyabinskogo gosudarstvennogo universiteta / Bulletin of Chelyabinsk State University, no. 6(440), pp. 75–85. DOI: 10.47475/1994-2796-2020-10609. (in Russ.)