数字化绿色行为溢出效应:身份感的中介和心理所有权的调节  

Spillover Effect of Digital Green Behavior:Mediation of Identity and Moderation of Psychological Ownership

作　　者：佘升翔 李事成 陈璟 盛光华[6] She Shengxiang;Li Shicheng;Chen Jing;Sheng Guanghua(Business School,Guangzhou college of Technology and Business,Guangzhou,528138;Western China Green Development Strategy Research Institute,Guizhou University of Finance and Economics,Guiyang,550025;School of Business Administration,Guizhou University of Finance and Economics,Guiyang,550025;Sichuan Primary and Secondary School Safety Education and Management Research Center,Chengdu Normal University,Chengdu,611130;School of Literature and Journalism,Chengdu Normal University,Chengdu,611130;Business School,Jilin University,Changchun,130012)

机构地区：[1]广州工商学院商学院,广州528138 [2]贵州财经大学中国西部绿色发展战略研究院,贵阳550025 [3]贵州财经大学工商管理学院,贵阳550025 [4]成都师范学院四川中小学安全教育与管理研究中心,成都611130 [5]成都师范学院文学与新闻学院,成都611130 [6]吉林大学商学与管理学院,长春130012

出　　处：《心理科学》2023年第5期1180-1187,共8页Journal of Psychological Science

基　　金：2023年度贵州省高校人文社会科学研究基地项目(23RWJD130);2021年度广东省重点建设学科科研能力提升项目(2021ZDJS121);四川省科技计划项目软科学项目(2021JDR0349)的资助。

摘　　要：绿色行为的数字化是移动互联网时代的新现象,本研究聚焦蚂蚁森林的绿色能量收集行为,通过线上情境模拟研究揭示了数字化绿色行为的正向溢出效应及其影响机制。结果表明,个体的绿色能量收集行为能正向影响其对蚂蚁森林的进一步支持,环境自我身份在这种溢出效应中发挥了中介作用,心理所有权正向调节了绿色能量收集行为的溢出过程。这说明引导人们参与有趣易行的数字化绿色行为并提高其心理所有权,有助于促进其后续的亲环境行为。Digital green behavior refers to digitizing the pro-environmental behaviors in people's daily life by means of information technology and recording,presenting and disseminating it in the internet world in the form of text,graphics and video,so as to endow it with symbolic,playful,social and other attributes.This study takes the green energy collection behavior of Alibaba ant forest as the research object to gain insight into the impact of previous digital green behavior on individuals’subsequent digital green behavior and the mechanism.Ant forest is an environmental public welfare project launched by Alibaba in China.It transforms the green life behaviors of Alipay users such as walking,public transportation,and online payment into digital green energy.When green energy is collected to a certain quantity,users can apply for planting trees or protecting a nature reserve.Based on the literature of pro-environmental behavior spillover effect,environmental self-identity and psychological ownership,this study constructed a conceptual model of digital green behavior spillover effect,and put forward four hypotheses.H1:Green energy collection behavior can positively affect ant forest support.H2:Environmental self-identity can mediate the impact of green energy collection behavior on ant forest support.H3:Psychological ownership can positively moderate the impact of green energy collection behavior on ant forest support.H4:Psychological ownership can positively moderate the impact of environmental self-identity on ant forest support.This study adopted a 2(green energy collection behavior:high,low)×2(psychological ownership:strong,neutral)between-subject experimental design.The mediating variable is environmental self-identity,and the dependent variable is ant forest support intention,including purchase intention of products from the ant forest and donation amount willing to provide for reserves.Relying on the"Credamo",a professional survey platform in China,we designed the questionnaire and used the sample tracking fun

关 键 词：数字化绿色行为 蚂蚁森林 亲环境行为溢出 心理所有权 环境自我身份 

分 类 号：X32[环境科学与工程—环境工程] F49[经济管理—产业经济]