基于多群组结构方程模型的市民城市林业支付意愿及行为研究  

Study on Urban Forestry Payment Willingness and Behavior of Urban Residents based on Multi Group Structural Equation Model

作　　者：赵正[1] 孙博[1] 杨文 温亚利[1] ZHAO Zheng SUN Bo YANG Wen WEN Yali(School of Economics ＆ Management, Beijing Forestry University, Beijing 100083 China Shaanxi Taibai Mountain National Forest Park, Baoji, Shanxi 722305 China)

机构地区：[1]北京林业大学经济管理学院,北京100083 [2]陕西太白山国家森林公园,陕西宝鸡722305

出　　处：《林业经济问题》2016年第6期513-519,524,共8页Issues of Forestry Economics

基　　金：基金项目:北京市园林绿化法治进程和效果监测研究(20150924)

摘　　要：基于计划行为理论框架,采用2015年北京市五环路范围以内的3 000位市民实地调研问卷数据,利用多群组结构方程模型(SEM),从小区绿地、公园以及古树名木3个典型区域出发,研究了北京市民对城市林业的支付意愿及行为。研究结果表明:市民的主观规范、行为态度和知觉行为控制均会对其支付意愿产生正向影响,其中知觉行为控制发挥的作用更大;市民的支付意愿会对其支付行为产生促进作用,但总体幅度较小。基于研究结论提出以下政策建议:加强对公众参与城市林业的宣传和引导,深化市民感知,营造全民支持城市林业的社会氛围,充分发挥公众作用;完善城市林业发展政策的制定和实施环节,提升政策的稳定性和可持续性;夯实发展城市林业的基础,完善城市林业的各项功能。Based on the theory of planned behavior,the paper adopted the multi group Structural Equation Model（ SEM） with the field survey data of 3 000 households residents within the Fifth Ring Road in Beijing in 2015,analyzed the urban forestry payment willingness and behavior. The research is carried out from three typical regions： residential green areas,city parks,ancient and famous trees. The results of the study indicate that： the subjective norm,the attitude toward the behavior and the perceived behavioral control of residents all have a positive impact on their willingness to pay,wherein the perceived behavioral control played the biggest role. Residents’ willingness to pay can promote their payment behavior,but the overall rate is smaller. Based on the above research conclusion,the study put forward the following suggestions： strengthen the public participation in urban forestry propaganda and guidance,deepen their perception,and give full play to the role of the public,build the social atmosphere of the whole society to support the urban forestry. Perfecting the formulation and implementation of urban forestry policies,together with the improvement of their stability and sustainability. Lay a solid foundation for the development of urban forestry,and improve the functions of it as well.

关 键 词：城市林业 支付意愿 市民认知 多群组结构方程模型 

分 类 号：F713.55[经济管理—市场营销]