节能信息曝光度对绿色消费行为影响的实证分析--来自电商数据平台大规模文本数据的判据  

The Impact of Energy-saving Information Exposure on Green Consumption Behavior:An Empirical Study of Large-scale Text Data from E-commerce Data Platforms

作　　者：王兆华[1] 陆彬 王博 马冠华 Wang Zhaohua;Lu Bin;Wang Bo;Ma Guanhua

机构地区：[1]北京理工大学管理与经济学院,北京100081

出　　处：《复印报刊资料（市场营销）》2022年第5期28-37,共10页

基　　金：北京自然科学基金资助项目(9212016);国家杰出青年科学基金资助项目(71625003);国家自然科学基金资助项目(71774014,91746208,71804010,72074026,72141302);教育部哲学社会科学研究重大课题基金资助项目(21JZD027);北京市哲学社会科学基金项目(21GLC057)。

摘　　要：随着中国绿色消费群体快速增长,绿色消费在拉动消费升级的同时体现出巨大的环境价值,节能信息曝光度对绿色消费行为的影响也引起学者关注。本文将数据驱动与模型驱动方法相结合,采用自然语言处理技术构建节能信息曝光度指标,采用倾向得分匹配与分位数回归对我国电商平台5,889种节能家电消费数据与评论数据进行实证研究。结果发现,我国现阶段电商平台整体节能信息曝光度不高,节能信息曝光度对节能家电销量的边际效应呈现单调上升趋势,信息冗余拐点尚未出现;同时,节能信息曝光度对不同销量规模节能家电产品的影响呈倒"U"型变化,其对中等销售规模的节能家电产品具有更大影响;最后,本文进一步验证了“平台效应”对于节能信息曝光度的调节作用,为基于大规模多源异构数据的绿色消费行为研究提供借鉴。With the rapid growth of China's green consumer groups,green consumption has shown great environmental value while driving consumption upgrades.The impact of energy-saving information exposure on green consumption behavior has also attracted scholars'attention.Data-driven and model-driven methods have been combined.Natural language processing technology has been adopted to construct energy-saving information exposure indicators,and propensity score matching and quantile regression havebeen used to conduct empirical research on 5,889 household appliances consumption and comment data on an e-commerce platform in China.It has been indicated that the overall energy-saving information exposure of e-commerce platforms in China is not high.The marginal effect of energy-saving information exposure on the sales of energy-saving home appliances shows a monotonous upward trend,and the inflection point of information redundancy has not yet appeared.At the same time,inverted U-shaped change in the impact of home appliances with different sales scalesto energy-saving information exposure has been found,which has a greater impact on home appliances with medium sales scale.Finally,the adjustment effect of the"platform effect"on energy-saving information exposure has been further verified,which provides a reference for the research on green consumption behavior based on large-scale multi-source heterogeneous data.

关 键 词：节能信息曝光 自然语言处理 倾向得分匹配 绿色消费行为 

分 类 号：F206[经济管理—国民经济] F724.6F713.55