数字化绿色行为溢出的助推策略及其机理——基于蚂蚁森林情境的研究  

Promotion Strategies and Mechanisms of Digital Green Behavior Spillover:Based on the Ant Forest Context

作　　者：佘升翔 李事成 侯治平 王建国 廖夏 She Shengxiang;Li Shicheng;Hou Zhiping;Wang Jianguo;Liao Xia(Business School,Guangzhou College of Technology and Business,Guangzhou 528138,China;Western China Green Development Strategy Research Institute,Guizhou University of Finance and Economics,Guiyang 550025,China;School of Business Administration,Guizhou University of Finance and Economics,Guiyang 550025,China;School of Business Administration,Zhejiang University of Finance and Economics,Hangzhou310018,China)

机构地区：[1]广州工商学院商学院,广东广州528138 [2]贵州财经大学中国西部绿色发展战略研究院,贵州贵阳550025 [3]贵州财经大学工商管理学院,贵州贵阳550025 [4]浙江财经大学工商管理学院,浙江杭州310018

出　　处：《外国经济与管理》2024年第7期38-52,共15页Foreign Economics & Management

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);浙江省社科规划课题(22NDJC107YB)。

摘　　要：行为溢出理论对于促进绿色生活方式变革有着重要涵义,但数字化情景下的研究还处于初步阶段。本研究在蚂蚁森林情境下,采用心理所有权和环境自我感知双重视角,构建了一个数字化绿色行为溢出效应模型,并首次同时检验了溢出过程的三种中介机制:心理所有权、环境自我认同和绿色效能。以蚂蚁森林用户为对象,设计了一个行为清单任务,操纵实验参与者选择更多或更少的绿色能量收集行为数量。均值比较结果表明,绿色能量收集行为提醒是有效的,即高绿组比低绿组产生了显著更高的心理所有权、环境自我感知以及进一步的亲环境行为意愿。此外,结构方程模型分析表明绿色能量收集行为选择数量与其他不同类型的亲环境行为之间存在积极的影响关系,并验证了心理所有权、环境自我认同和绿色效能在溢出过程中的共同中介作用。研究结论表明,数字化的日常绿色行为可以作为其他亲环境行为的催化剂,通过积极的行为溢出产生更深远的环保效果。This paper targets college students who are users of the“Ant Forest”platform and conducts an online experiment.A checklist-based choice task with 15 green energy collection behaviors was designed,manipulating participants'selection of a greater or lesser number of green energy collection behaviors.The study obtained 304 valid samples and employed methods such as correlation analysis,independent samples t-test,and structural equation modeling to test the hypotheses.Mean comparison results show that reminders of green energy collection behaviors are effective,as the high green group exhibits significantly stronger psychological ownership and environmental self-perception,and further pro-environmental behavior intentions compared to the low green group.Additionally,structural equation modeling analysis reveals a positive impact of the number of green energy collection behavior choices on various other types of pro-environmental behaviors,confirming the mediating roles of psychological ownership,environmental self-identity,and green efficacy in the spillover process.Furthermore,the study finds that for individuals who have not engaged or have limited engagement in green energy collection,simply reminding them of past green behaviors is not sufficient to trigger their environmental self-perception.This paper has the following practical implications:First,the strategy of a green behavior checklist can be used to prompt consumers'self-perception and enhance psychological ownership,thereby promoting specific pro-environmental behaviors.Second,the operating company of“Ant Forest”can guide users to extend their involvement beyond the platform,thereby contributing more funds and social resources to the protection of“Ant Forest”land.Third,environmental organizations can enhance individuals'environmental self-identity and green efficacy by highlighting the contributions made by“Ant Forest”users,thereby promoting a wider range of environmental behaviors.The main contributions of this paper are as follows:First,

关 键 词：数字化绿色行为 亲环境行为溢出 心理所有权 环境自我认同 绿色效能 

分 类 号：F270[经济管理—企业管理]