基于结构方程模型的农户清洁能源应用行为决策研究

Decision research on rural residents' clean energy applied behavior based on a SEM model

推进农户应用清洁能源对于促进农村生态建设至关重要。本文将农户清洁能源应用行为视为是一个"外部情境因素-内部心理因素-农户清洁能源应用行为"的过程,基于环境行为理论和技术接受模型,构建出农户清洁能源应用行为影响因素概念模型。利用江西省农户的调查数据,运用结构方程模型从农户购买行为和使用行为两个维度,研究农户清洁能源应用行为的影响因素,以及这些因素的作用机理。研究表明,情境因素(经济激励政策、自愿活动、宣传教育、清洁能源产品属性)以农户感知为中介,进而正向影响农户清洁能源使用行为,从众心理、行为便利性直接正向影响农户清洁能源使用行为;生态价值观和感知因素在经济激励政策与农户清洁能源购买行为之间起到部分中介效应,行为便利对农户清洁能源购买行为有直接正向影响;相对于经济激励政策,农户自愿活动对提升农户生态价值观会更有效;在影响农户感知的四个情景因素(经济激励政策、自愿活动、宣传教育、清洁能源产品属性)中,自愿活动对农户感知的正向影响程度最大;对农户清洁能源购买行为正向影响程度最大的是经济激励政策,对农户清洁能源使用行为正向影响程度最大的是行为便利性。基于上述结论,提出以下政策建议:政府要扩大清洁能源产品补贴的范围,加大农户购买清洁能源产品的补贴力度,降低农户购买清洁能源产品的成本;加强清洁能源知识、环境保护的宣传教育,提升农村居民的环境责任感,增强农村居民的生态环境价值观;完善农村清洁能源应用服务体系,提升农户应用清洁能源的易用性感知;充分发挥清洁能源示范村的辐射效应,增强农户应用清洁能源有用性感知;引导基层村干部、党员或环保意识强的农户率先应用清洁能源,在从众心理作用下,促使更多的农户应用清洁能源。

It is essential for rural ecological construction to promote the clean energy application of rural households.In this paper,we regard the household clean energy application behavior as an‘external context factors internal psychological factors household clean energy application behavior’process.The paper constructs the concept model of household clean energy application behavior based on the theory of environmental behavior and technology acceptance model.It examines the influence factors on the clean energy applied behavior of Chinese rural resident from two dimensions of the purchase behavior and use behavior by use of structural equation modeling on the investigation data from Chinese rural households in Jiangxi Province.Based on the survey,it draws the following conclusions.First,the situational factors(economic incentive polices,voluntary act,publicity and education,clean energy product attributes)take the farmers’cognition as a mediating variable and thereby influence rural residents’clean energy applied behavior.Second,herd mentality and behavioral convenience have the directly positive impact on rural residents’clean energy applied behavior.Third,the environmental values and perception factors have partly mediating effects on the relationship between economic incentive polices and rural residents’clean energy purchasing behavior.Fourth,convenience to use has direct positive effect on rural residents’clean energy purchasing behavior.Fifth,voluntary activities are more effective in raising the ecological values of farmers than in economic incentive policies.In the four scenario factors(economic incentive policies,voluntary activities,publicity and education,clean energy product attributes),voluntary activities have the greatest positive impact on farmer perception.Finally,the economic incentive polices have the biggest positive effect on rural residents’clean energy purchasing behavior and convenience to use has the biggest positive influence on their clean energy applied behavior.Based on the above conclusions,it puts forward some policy suggestions as following:the government should expand the scope of subsidies for clean energy products,increase the intensity of purchase subsidies,and reduce purchase cost of clean energy product.The government should promote rural residents’environmental responsibility and enhance the ecological values of rural residents by publicity and education.At the same time,we should improve the easily use of farmers perception by perfecting the rural clean energy application service system.We should improve the farmer useful awareness through radiation effects of clean energy demonstration village.In addition,we should guide village leaders,party members or farmers who have strong environmental awareness to take the lead in the application of clean energy.More farmers choose to apply clean energy with the effect of herd psychology.