西安城市居民绿色出行的群体参照影响与自我价值判断

REFERENCE GROUP INFLUENCE AND SELF-PERCEIVED VALUE JUDGMENT OF XI'AN URBAN RESIDENTS' GREEN TRAVEL BEHAVIOR

选择本土城市居民为研究对象,以参照群体影响为外界变量,以自我感知价值为内部判断变量,将二者关联绿色出行意愿,意欲明晰是外部群体影响还是自我价值判断最终主导了人们的绿色出行选择。研究结果显示:参照群体的两类影响(信息性影响与规范性影响)对居民绿色出行意愿有显著正向影响;功能性感知价值与社会性感知价值对居民绿色出行意愿有显著正向影响,而情感性感知价值对居民绿色出行意愿影响不显著;中介效应结果表明,绿色出行感知价值在参照群体影响与居民绿色出行意愿之间存在部分或完全中介过程。

＂Advocate is easier than practice＂, the environmental protection can hardly do without public par- ticipation. Which factor play a leading role of people＇s green travel choice？ In order to clarify this issue, this study chose reference group influence as external variables, self-perceived value as internal variables, both do effect on urban residents＇ green travel intention. In this research, based on the existing studies, reference group influence was composed of informational influence and normative influence, urban residents＇ self-per- eeived value of green travel was divided into functional perceived value, emotional perceived value and so- cial perceived value. In order to achieve the goal of the study, the mature scales of reference group influence, self-perceived value and green travel intention were selected, and then the scales were converted into a ques- tionnaire. 400 Xi＇an urban residents were selected randomly as respondents. After eliminating incomplete and non-valid responses, 356 questionnaires were remained for analysis in this research. The acceptable ef- fective rate was 89%. After using factor analysis, sample reliability and validity testing, it has been found that the data collected from questionnaires were valid for analysis. In order to explore the relations among reference group influence, self-perceived value, and urban residents＇ green travel intention, this research con- structed structural equation models（SEM） for analysis. The results show that： 1） Reference group influence （informational influence and normative influence） have significant positive effect on urban residents＇ green travel intention. 2） Functional perceived value and social perceived value have significant positive effect on urban residents＇ green travel intention, whereas emotional perceived value has no significant effect on urban residents＇ green travel intention. 3） The self-perceived value of green travel was tested of having partial or full mediating effects on reference group influence and urban residents＇ green travel intention.