家庭节水行为响应机制研究:道家价值观视阈下的TPB拓展模型  

Research on Household Water Conservation Behavior's Response Mechanism:Extended Model of Theory of Planned Behavior Based on Taoism Perspective

作　　者：王建明[1] 吴龙昌[1] 

机构地区：[1]浙江财经大学工商管理学院,浙江杭州310018

出　　处：《财经论丛》2016年第5期105-112,F0003,共9页Collected Essays on Finance and Economics

基　　金：国家自然科学基金资助项目(71203192);浙江省自然科学基金资助项目(Y15G030053);浙江省新苗人才计划(2015R414039)

摘　　要：在中国传统文化价值观中,道家文化价值观的绿色生态、自然简约意蕴最为突出。那么,道家价值观是否能推进家庭节水行为响应,这是一个既传统又现代、既基础又前沿的话题。基于杭州685名居民家庭的现场调研数据,利用AMOS 22.0构建基于协方差的结构方程模型,分析道家价值观视阈下的家庭节水行为及其响应机制。结果发现,道家价值观视阈下的TPB拓展模型可以有效地描绘家庭节水行为的响应机制;在TPB拓展模型的三因素中,整体上态度(包括价值认知、积极情感和消极情感三维度)的影响作用最大,其次为感知行为控制,主观规范的影响作用最小;道家价值观可以有效激发节水态度三维度,从而对家庭节水行为响应发挥着基础性作用。研究结论为政策制定者运用非价格工具推动家庭节水行为响应提供了重要管理启示。In traditional Chinese culture. Taoism is outstanding in its concern for ecological ethics, simplicity and na- ture. It is not only a traditional and basic issue but also a modern and cutting-edge topic whether Taoism value can promote the response of household water conservation behavior. Based on the research data of 685 Hangzhou residents＇ household water conservation behavior, this paper constructs a covariance-based structural equation model with the use of AMOS 22.0 to ana- lyze the household water conservation behavior and its response mechanism from the perspective of Taoism. That the results are as following： The extended model of theory of planned behavior based on Taoism perspective is applicable to describe the re- sponse mechanism of household water conservation behavior. As a whole, attitude is the most powerful influencing factor while subjective norm is the least powerful one. Taoism value has significant impact on water conservation attitude, which includes value recognition, positive affection and negative affection, and it exerts fundamental influence over water conservation behav- ior. These research conclusions provides, to some extent, important management references and indights to the response pro- motion of household water conservation behavior by using non-price tool.

关 键 词：家庭节水行为 道家价值观 TPB拓展模型 中介效应 积极情感 

分 类 号：F299.24[经济管理—国民经济]