比较性信息反馈对居民节能行为的影响机理及其情境边界研究

Revealing the influence mechanism of the increasingly valued comparative information feedback on residential energy conservation behavior is crucial to analyzing the success or failure of intervention strategies and improving their effectiveness, while there are few relevant studies. This project analyzes the impact mechanism of comparative feedback on energy conservation behavior of residents and examines the roles of subjective and objective scenarios in order to reveal the boundary conditions of the feedback effect and explore the occurrence and evolution of different effects of comparative information feedback from the perspective of situated focus theory. The first one investigates the internal psychological mechanism of the intervention of social comparative feedback on the residential energy conservation behavior by the chain multiple mediation method including the emotion variable which being motivated by social comparison and the perceived behavior control variable which being activated by the emotion. From the perspective of the subject and object, the second one reveals the boundary conditions on the social comparative feedback effect by situational factors such as referent’s characteristics, individual’s socio-demographic characteristics, individual’s psychological characteristics and objective information’s characteristics. The third one explores the evolution of different effects of comparative information feedback from the perspective of short-term and long-term scales. Finally, based on the above results, customized information feedback strategies based on user portrait are established. This study can thus improve the theory of intervention mechanism and effect of the social comparison information feedback on residential energy conservation behavior, and provide the theoretical basis and practical mode for the government to formulate and accurately deliver differentiated comparative information feedback strategies.

揭示日益受重视的比较性信息反馈对居民节能行为的影响机理对于剖析干预策略成败和提升其效应至关重要，但目前相关研究较少。本项目基于社会比较理论剖析信息反馈对居民节能行为的影响机理，运用情境聚焦理论考察主客体情境的调节作用，以揭示信息反馈效应的边界条件，并探究比较性信息反馈不同效应的发生与演变规律。首先，从比较反馈激活情绪进而影响知觉行为控制的链式多重中介方法，探讨比较性信息反馈影响居民节能行为的内在心理机制。其次，从主体和客体视角选取参照对象特征、个体人口统计学特征、个体心理特征和反馈信息特征等“情境”因素，揭示比较性信息反馈效应的边界条件。第三，从反馈时长的短期和长期尺度两个视角，探究比较性信息反馈不同效应的演变规律。最后，基于上述成果创建基于用户画像的定制化信息反馈策略。本项目可以完善比较性信息反馈干预机理与效应的理论，为我国制定和精准投放差异化的比较性信息反馈策略提供理论依据和实践模式。

推动居民绿色低碳消费转型是建设美丽中国、实现人与自然和谐共生的有效途径。党的二十大报告指出，要实施全面节约战略，倡导绿色消费。本项目面向国家广泛形成绿色低碳生产生活方式的重大需求，围绕居民节能消费领域，从社会比较视角，探究信息反馈等干预措施对居民节能行为的影响机制及其异质性边界条件，在此基础上，提出相应的居民节能行为的引导策略建议。. 探究了比较性信息反馈方向（上行比较vs.下行比较vs.平行比较）对居民低碳节能行为的影响效应，研究发现：相比于下行比较和平行比较，上行比较更能促进居民节能行为，认知评价、情绪、自我效能感会积极中介心理影响社会比较对居民节能行为的影响。. 揭示了主客观等边界条件对比较性信息反馈对居民低碳节能行为影响的调节效应。采用2比较方向（上行比较vs.下行比较）×2自我建构（独立型vs.依存型）现场实验，研究结果显示，相比于下行比较，上行比较用电信息反馈使消费者产生更高的节能行为，心理抗拒的部分中介效应受到自我建构的调节作用；比较对象类型（自我比较vs.隔壁邻居vs.整栋楼vs.本小区）研究结果发现，自我比较更能促进居民节能行为；比较性信息反馈中比较对象的空间距离（近空间距离vs.远空间距离）和自我建构（独立型vs.依存型）的交互对居民节能行为意向具有显著影响；比较性反馈内容（经济型vs.抽象环境型vs.具体环境型）研究结果显示，干预期间，经济型反馈更能促进居民节能行为，干预停止后，经济型反馈效果弱化，而具体环境型影响更持久。. 开展的比较性反馈与其他策略组合对居民低碳节能行为影响效应研究结果显示，内疚干预、责任归因、代言人承诺、参照群体影响、信息教育方式、心理所有权、面子意识等视角的信息干预对居民绿色低碳消费行为均有显著影响。. 本项目聚焦比较性信息反馈及与其他策略组合对居民低碳节能行为的影响研究成果可为政府、企业和居民践行绿色低碳的生产生活方式、实现“双碳”目标提供理论支撑和策略方案。

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