从认知到行为——来自环保彩票消费决策的实证研究

From Cognition to Behavior:An Empirical Study on Consumption Decision-making of Environmental Lottery

"十三五"期间,国家提出绿色发展的新定位,环保产业由此迎来前所未有的发展机遇。由于环保产业投资周期长、风险大,导致产业融资较为困难,将环保彩票作为新型融资方式,可有效缓解资金短缺的压力。文章以计划行为理论为基础,采用因子分析和结构方程分析的方法,从彩票认知、环境认知、经济导向、环境导向、社会导向五个方面分析与彩票消费行为决策的关系。结果表明,环境认知和社会导向对行为决策产生了正向的影响,彩票认知对心理导向和经济导向产生了正向的影响,彩票认知和环境认知对社会导向产生了正向的影响。研究认为未来可以:(1)扩展环保彩票消费行为决策的影响因素;(2)扩大调查范围;(3)加入政府政策及推广宣传等方面的影响。以此得出更具代表性的环保彩票消费行为决策的研究框架和概念模型。

During the period of the ＂ Thirteenth Five-Year Planning＂, the State proposes a new positioning of green development, environmental protection industry and embraces an unprecedented opportunity to develop. As the environmental protection industry investment cycle is time-consuming, and runs a high risk and causes the industrial financing to be more difficult. Environmental lottery, as a new type of financing, can effectively alleviate the pressure of shortage of funds. Based on the theory of planned behavior, this paper uses factor analysis and structural equation analysis to analyze the relationship between lottery consumption behavior decision-making from five aspects of lottery cognition, environmental cognition, economic orientation, environment orientation and social orientation. The results show that environmental cognition and social orientation have positive effect on the behavior decision- making. Lottery cognition produces a positive effect on psychological and economic orientations, and they also exert positive influence on social orientation. The research suggests that the future can be： （1） expanded the impact of decision-making factors on environmental lottery consumption behavior; （2） broaden the scope of investigation; （3） added the impact to the government policy and the promotion of publicity. We can draw a more representative research framework and conceptual model of consumer behavior decision-making of environmental lottery.