信息宣传对大学生习惯性节能行为意愿的影响研究

发布时间：2018-05-02 17:25

本文选题：信息宣传 + 习惯性节能行为意愿　；参考：《中国矿业大学》2017年硕士论文

【摘要】：近年来,居民家庭能源消费已经成为能源消耗的主要增长源,居民能源消费呈现增速快、比重高的特点。随着我国城镇化程度加深、生活水平提高以及居民收入水平的提升,居民能源消费仍有较大的上升空间。我国已将居民节能提升到战略高度,提出要加强宣传教育,重视生活节能。基于上述背景,引导居民日常节能行为具有重要意义。面对不同的节能信息宣传,居民会产生不同的信息加工与认知反应,并最终影响习惯性节能行为意愿。本文以大学生习惯性节能行为意愿为研究对象,引入自我决定理论中的“自主”、“胜任”两大因素,主要采用心理学实验研究的方法,探索信息宣传和时间尺度、社会距离的共同作用机制。本研究实验一采用4(信息宣传:经济型信息VS受他人影响的社会型信息VS影响他人的社会型信息VS环保型信息)×2(时间尺度:小尺度VS大尺度)的实验设计,对325名大学生消费者进行了调查。研究发现:(1)信息宣传会影响习惯性节能行为意愿,该影响会受到时间尺度的调节作用并且会产生匹配效应,最能促进节能意愿产生的是强调长期经济节省的信息,以及强调短期环保行为结果的信息;(2)信息宣传影响习惯性节能行为意愿会受到知觉行为控制和自我效能感的中介作用,该中介作用会受到时间尺度的调节作用并且会产生匹配效应。实验二采用4(信息宣传:经济型信息/大尺度VS受他人影响的社会型信息/大尺度VS影响他人的社会型信息/小尺度VS环保型信息/小尺度)×2(社会距离:自我VS他人)组间实验设计,对346名大学生消费者进行了调查。研究发现:(1)信息宣传会影响习惯性节能行为意愿,该影响会受到社会距离的调节作用并且会产生匹配效应,最能促进节能意愿产生的是强调自我短期环保行为结果的信息;(2)信息宣传影响习惯性节能行为意愿会受到知觉行为控制和自我效能感的中介作用,该中介作用会受到社会距离的调节作用并且会产生匹配效应。本研究通过两个实验,验证了节能信息宣传对大学生习惯性节能行为意愿的影响。研究结论不仅揭示了习惯性节能行为意愿的心理作用机制,而且验证了对不同类型的信息宣传与时间尺度、社会距离的匹配效应。此外,文章还对政府或环保团体的节能信息宣传提出了建议,希望对节能宣传内容的制定、提升节能信息效果、改变居民日常能源使用习惯有指导意义。
[Abstract]:In recent years, household energy consumption has become the main source of energy consumption. With the deepening of urbanization, the improvement of living standard and the improvement of residents' income level, the energy consumption of residents still has great room to rise. Our country has raised the resident energy saving to the strategic height, proposed to strengthen the propaganda education, pays attention to the life energy saving. Based on the above background, it is of great significance to guide residents'daily energy saving behavior. In the face of different energy-saving information propaganda, residents will produce different information processing and cognitive response, and ultimately affect the habit of energy-saving behavior willingness. This paper takes college students' habitual energy saving behavior intention as the research object, introduces two major factors of "autonomy" and "competence" in the theory of self-determination, mainly adopts the method of psychological experimental research to explore the information propaganda and time scale. The common mechanism of social distance. In experiment 1, the experimental design of 4 (information propaganda: social information vs influenced by others) 脳 2 (time scale: small scale vs large scale) was used. A survey of 325 college students was conducted. The study found that: 1) Information propaganda can influence habitual energy saving behavior willingness, and this effect is adjusted by time scale and has a matching effect. The best way to promote energy saving is to emphasize long-term economic savings. And the information that emphasizes the result of short-term environmental protection behavior. 2) Information propaganda influences habitual energy saving behavior will be mediated by perceptual behavior control and self-efficacy. The intermediary is regulated by time scale and has a matching effect. Experiment 2 uses 4 (information propaganda: economic information / social information of large-scale vs influenced by others / social information of large-scale vs influence others / small-scale vs environmental information / small-scale) 脳 2 (social distance: self vs) Design of inter-group experiments, A survey of 346 college students was conducted. The study found that: 1) Information propaganda has an impact on habitual energy saving behavior, which is regulated by social distance and has a matching effect. What can promote the energy saving willingness most is the information which emphasizes the result of self-short-term environmental protection behavior. 2) Information propaganda influences the habitual energy saving behavior will be mediated by perceptual behavior control and self-efficacy. The intermediary is regulated by social distance and has a matching effect. Through two experiments, this study verifies the effect of energy saving information propaganda on college students' habitual energy saving behavior. The conclusion not only reveals the psychological mechanism of habitual energy saving behavior intention, but also verifies the matching effect of different types of information propaganda, time scale and social distance. In addition, the article also puts forward some suggestions to the government or environmental protection organizations to publicize the energy-saving information, hoping that it will be of guiding significance to the formulation of energy-saving propaganda content, the promotion of energy-saving information effect, and the change of residents' daily energy use habits.
【学位授予单位】：中国矿业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G645.5;F206

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