低碳能源技术在我国农村地区扩散中的口碑效应研究——以太阳能热水器为例  

Study on Word of Mouth in the Diffusion of Low-carbon Energy Technology in Rural Areas——Taking the Solar Water Heater as the Example

作　　者：张磊[1] 蒋景肖[1] 高伟[1] 李春宏 

机构地区：[1]中国矿业大学管理学院,江苏徐州221116 [2]江苏天宝汽车电子有限公司,江苏徐州221116

出　　处：《软科学》2012年第4期39-43,共5页Soft Science

基　　金：国家自然科学基金项目(71003097);教育部人文社会科学基金项目(09YJC630218)

摘　　要：结合农村居民的消费行为特征,运用创新扩散理论对低碳能源技术在农村推广应用中的口碑效应进行分析,影响因素包括邻居效应、仰城效应、替代效应、收入效应和政策效应。以太阳能热水器为例的实证结果表明,该项技术扩散中的邻居效应、仰城效应、替代效应和收入效应显著,但各自的影响方式、途径和程度与现有的理论假设并不完全一致,同时政策效应的影响也并不显著,据此提出建设性的政策改进意见。According to characteristics of rural residents＇ consumption,this paper analyzes the WOM（word of mouth） of low-carbon energy technology of popularization and application in rural areas using innovation diffusion theory,while the influence factors including the neighbor effect,city-admiring effect,substitution effect,income effect and policy effect.In the case of solar water heaters,the empirical results show that neighbor effect,city-admiring effect,substitution effect and income effect have significant effects on the WOM,while the influence of the policy effect is not very remarkable.However,among all the significant factors,the influence pattern,influence way and influence degree are not consistent with the existing theoretical assumptions.Then some reasonable recommendations are put forward accordingly.

关 键 词：低碳能源技术 扩散 口碑效应 太阳能热水器 

分 类 号：X24[环境科学与工程—环境科学]