家庭节水欲望的启动及其对节水行为响应的传递效应——一个修正的目标导向行为模型

Activation of Domestic Water Conservation Desire and Its Transmission Effects to Water Conservation Behavior Response:A Modified Model of Goal-directed Behavior

促进城市居民家庭节水行为对缓解城市用水紧张和实现城市的可持续发展有重要作用。基于杭州市720名居民家庭的实际调研数据,通过AMOS 22.0构建基于协方差的结构方程模型,从动机过程、情感过程和习惯过程三方面对城市居民家庭节水欲望的启动及其对节水行为响应的传递效应进行系统分析。研究发现:感知行为控制对节水欲望的启动贡献最大,其次是积极情感,并且节水态度、阶梯水价态度和主观规范都有助于节水欲望的启动;节水欲望对节水行为响应有着举足轻重的促进作用,它能够有效传递上述变量对节水行为响应的影响效应;过去节水行为频率对节水欲望和节水行为响应都有正向促进作用,消极情感则对二者均不起作用。

The promotion of urban residents＇ water conservation behavior plays an important role on abating the shortage of urban water and the sustainability of cities development.Based on the field research data of 720 Hangzhou citizens,component-based structural equation model has been built by using AMOS 22.0.It＇s the first time that the formation mechanism of urban residents＇ domestic water conservation desire and its transmission effects on water conservation intention were analyzed systematically through motivational process,affective process and habitual process.This research has found that：perceived behavioral control has made the most significant contribution to the activation of water conservation desire,the second one is positive emotion.Also,water conservation attitude,scalar water price attitude,and subjective norm can activate water conservation desire.Water conservation desire has enormously positive impact on water conservation intention and it can transmit the effects,which has been mentioned above,to water conservation intention.Past water conservation behavior frequency can promote both water conservation desire and intention.Negative emotion,on the contrary,counts for little.The conclusion of this study can provide theoretical reference to government departments and social organization which can help them promote residents＇ water conservation behavior.