住户既有住宅绿色改造意愿影响因素研究——以西安市为例

Analysis of the factors impacting on households' willingness for green retrofit of existing residential building of Xi'an

了解住户对既有住宅绿色改造的意愿是当前既有住宅绿色改造市场推广的一个重要前提。文中基于西安市住户的一手调查数据,从内部心理因素和外部因素(外部结构因素和外部情境因素)角度系统探讨了住户既有住宅绿色改造意愿影响路径及其作用机理。研究表明:1)感知有用性和态度正向影响住户意愿,且感知有用性的影响效应较强;2)政策因素、宣传教育、信息因素和市场因素对于住户内部心理因素具有显著正向影响,且政策因素的影响效应最为显著;3)参照群体规范和信任因素显著正向调节态度-意愿路径,而个体实施成本负向调节效应不显著。研究结果可以为促进既有住宅绿色改造市场推广提供有针对性的路径参考和方式借鉴。

It is an important prerequisite for the market promotion to understand the willingness of households for green retrofit of existing residential building. Based on the sample data investigated from Xi＇an household, this study built a theoretical model from the perspective of internal psychological factors and external factors （ external structure factors and external situation factors） to study the impact path of the households＂ willingness to retrofit existing residential building. The results shown that ： （ 1 ） Perceived usefulness and attitude of households direct- ly affected the households＇willingness, and perceived usefulness had a stronger effect. （2） Policy factors, public- ity and education, information factors and market factors had significant positive impacts on the internal psycho- logical factors of households, and the effect of policy factors was the most significant. （3） The attitude - willing path was significantly and positively adjusted by referenced norms and trust degree; while the negative effect of individual implementation costs was not significant. The results can provide reference for the promotion of the ex- isting residential building green retrofit.