你离绿色到底有多远?:基于事件相关电位技术的绿色会展消费主体识别  

How Far Are You from Being Green?: Identifying Green Consumer Entities atEvents Using Event-related Potential Technology

作　　者：张来凌竹 ZHANG Lailingzhu(School of Tourism,Hainan Tropical Ocean University,Sanya 572022,Hainan,China)

机构地区：[1]海南热带海洋学院旅游学院,海南三亚572022

出　　处：《科技和产业》2024年第19期226-235,共10页Science Technology and Industry

摘　　要：随着全球气候变化和环境问题的日益突出,低碳绿色发展已成为全球的迫切需求。关注于绿色会展活动,以2022年北京冬季奥林匹克运动会作为实验背景。通过事件相关电位(ERP)技术分析52名参与者的脑电波数据,并结合贝叶斯学习理论,对参与者在不同信息背景下(无背景信息、观看宣传图片、观看环保视频)的决策变化进行研究,以揭示绿色行为决策的“意向-决策”不一致的绿色消费主体的神经认知机制。这一研究方法不仅有助于识别具有低碳环保意识的消费主体,同时也提供了理解普通观众在绿色会展活动中决策机制的新视角。With the increasingly severe global climate change and environmental issues,low-carbon green development has become an urgent global necessity.It is focused on green event activities,the 2022 Beijing Winter Olympics is used as the experimental backdrop.Event-related potential(ERP)technology is employed to analyze brainwave data from 35 participants,combined with Bayesian learning theory,to study changes in participants decision-making under different informational backgrounds(no background information,viewing promotional images,watching environmental videos),aiming to reveal the neural cognitive mechanisms behind the“intention-decision”inconsistency in green behavior decisions.This methodology not only aids in identifying consumers with a low-carbon environmental awareness but also offers a new perspective on understanding the decision-making mechanisms of the general audience in green event activities.The results are significant for promoting sustainable development of green events and deepening the understanding of environmental behaviors,potentially providing a scientific basis for green marketing strategies and environmental policy formulation.

关 键 词：绿色会展消费主体 事件相关电位(ERP)技术 贝叶斯学习理论 

分 类 号：C939[经济管理—管理学]