行为溢出理论对于促进绿色生活方式变革有着重要涵义,但数字化情景下的研究还处于初步阶段。本研究在蚂蚁森林情境下,采用心理所有权和环境自我感知双重视角,构建了一个数字化绿色行为溢出效应模型,并首次同时检验了溢出过程的三种中介机制:心理所有权、环境自我认同和绿色效能。以蚂蚁森林用户为对象,设计了一个行为清单任务,操纵实验参与者选择更多或更少的绿色能量收集行为数量。均值比较结果表明,绿色能量收集行为提醒是有效的,即高绿组比低绿组产生了显著更高的心理所有权、环境自我感知以及进一步的亲环境行为意愿。此外,结构方程模型分析表明绿色能量收集行为选择数量与其他不同类型的亲环境行为之间存在积极的影响关系,并验证了心理所有权、环境自我认同和绿色效能在溢出过程中的共同中介作用。研究结论表明,数字化的日常绿色行为可以作为其他亲环境行为的催化剂,通过积极的行为溢出产生更深远的环保效果。
数字化绿色行为溢出的助推策略及其机理——基于蚂蚁森林情境的研究
摘要
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引用本文
佘升翔, 李事成, 侯治平, 等. 数字化绿色行为溢出的助推策略及其机理——基于蚂蚁森林情境的研究[J]. 外国经济与管理, 2024, 46(7): 38-52.
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