消费者视角下用户评论对公众再生水消费意愿的影响机制——来自眼动实验的证据  

Influence mechanism of user comments on public′s consumption intention of recycled water from the perspective of consumers:Evidence from eye tracking experiments

作　　者：侯彩霞 张梦杰 赵雪雁[3] 付汉良 HOU Caixia;ZHANG Mengjie;ZHAO Xueyan;FU Hanliang(School of Management,Xi′an University of Architecture and Technology,Xi′an 710055,China;Laboratory of Neuromanagement in Engineering,Xi′an University of Architecture and Technology,Xi′an 710055,China;College of Geography and Environment Science,Northwest Normal University,Lanzhou 730070,China)

机构地区：[1]西安建筑科技大学管理学院,西安710055 [2]西安建筑科技大学神经工程管理实验室,西安710055 [3]西北师范大学地理与环境科学学院,兰州730070

出　　处：《生态学报》2023年第14期5753-5763,共11页Acta Ecologica Sinica

基　　金：国家自然科学基金面上项目(52270189);国家自然科学基金青年项目(41901150);国家自然科学基金项目(72001167)。

摘　　要：再生水回用是解决水资源紧缺的有效途径,对缓解区域水资源紧缺和促进环境保护有重要的意义。公众作为再生水的直接使用者,其对再生水的态度是再生水回用项目实施的关键环节。再生水作为一种再生资源产品,价格是消费者使用再生水必须支付的货币成本,用户评论是消费者了解再生水,评估再生水质量的最直接途径。为了更加清晰的辨明价格、用户评论对公众再生水使用意愿的影响机制,以消费者为视角,模拟再生水购买场景,以刺激⁃机体⁃反应模型为理论框架,采用3(实验分组:高价格、中价格和低价格)×2(评论分类:质量评论和环境评论)的眼动追踪实验,探究公众再生水购买决策过程中的行为机理,并进一步分析不同价格下公众再生水使用行为的差异。研究结果表明:(1)公众再生水使用意愿在中价格组最高,低价格组次之,高价格组最低。(2)公众决策过程中,不论是再生水质量评价,还是环境评价,均偏向于注视消极评论内容。在低价格组中,公众对评论内容的关注程度最高,高价格组最低,中价格组中,公众更关心再生水对环境的影响。(3)消费过程中,公众对评论内容的关注会影响消费情绪从而影响再生水使用意愿。(4)再生水价格在公众消费决策过程中发挥重要的调节作用。低价格组,评论内容通过唤起感影响公众再生水使用意愿,中价格组,评论内容通过愉悦感影响公众再生水使用意愿,高价格组,影响路径均不显著。本研究可为再生水的进一步推广与水资源优化配置提供科学参考。The use of recycled water is an effective approach that addresses water resource scarcity,its widespread adoption exerts far⁃reaching implications in terms of water scarcity and environmental protection.As direct users of recycled water,the public′s attitude is of great importance to the implementation of the recycled water reuse project.As a renewable resource product,the price of recycled water is equivalent to the monetary cost consumers should pay for using recycled water.User comments are the most direct way by which consumers understand all pertinent details about recycled water and evaluate its quality.To more clearly identify the influence mechanism of price and user comments on the public′s willingness to use recycled water,this study simulates the purchase scenario of recycled water from the perspective of consumers,takes the stimulus⁃organism⁃response model as the theoretical framework by using a 3(experimental group:high price,medium price,and low price)×2(review category:quality reviews and environmental reviews)eye movement⁃tracking experiment to explore the public′s behavior mechanism in the purchase process of recycled water,and further analyzes the differences between public reuse behaviors under different prices.The results show the following:(1)The public′s willingness to use recycled water is highest in the medium⁃price group,followed by the low⁃price group,and it is lowest in the high⁃price group;(2)The public tends to focus on negative comments in the decision⁃making process,whether the comments are from recycled water quality reviews or environmental reviews.In the low⁃price group,the public pays greatest attention to the comment content,while in the high⁃price group,the public pays least attention to the comment content.In the middle⁃price group,the public is more concerned about the environmental impact of recycled water reuse;(3)In the consumption process,user comments can influence the consumption mood,and consequently their willingness to use recycled wat

关 键 词：再生水 使用意愿 刺激⁃机体⁃反应理论 消费情绪 眼动追踪实验 

分 类 号：F713.55[经济管理—市场营销] F426.9[经济管理—产业经济]