近邻不如远邻?比较性信息反馈对节能的影响:空间距离视角

Is a near neighbor inferior to a distant neighbor?The Influence Mechanism of Comparative Information Feedback on Consumers'Energy Conservation Behavior Intention From Spatial Distance Perspective

社会比较视角的信息反馈策略是低成本引导居民节能行为的有效行为学方法之一,但当前欠缺对其影响居民节能行为的心理机制和效应的研究。本研究从心理距离视角认为,比较性信息反馈中比较对象的空间距离和居民心理特征之自我建构的交互对居民节能行为意向具有显著影响,并提出了该影响机制的中介路径模型。研究发现:独立型的个体与远空间距离的比较对象产生的节能行为意向最高;当被试收到比远空间距离比较对象使用能源量更多的信息时,会产生更低的心理抗拒和更高的知觉行为控制,进而有更高的节能行为意向;心理抗拒和知觉行为控制在比较性信息反馈对节能行为意向的影响过程中起到中介作用,心理抗拒负向影响节能行为意向,知觉行为控制正向影响节能行为意向;心理抗拒和知觉行为控制作为中介变量均受到自我建构的调节,在独立型自我建构情境下激发心理抗拒和知觉行为控制,进而影响节能行为意向,而在依存型自我建构情境下,比较性信息反馈未激发心理抗拒和知觉行为控制。研究可为针对不同类型居民制定精准用电信息反馈决策提供参考。

The information feedback strategy from social comparison perspective has emerged as cost-effective solution for consumers'energy conservation.However,there is a lack of research on the psychological mechanism and effect of its affecting energy conservation.This paper holds that in social comparison information feedback from psychological distance perspective,the interaction between spatial distance from comparison object to consumer and self-construal of consumers'psychology personality that has a significant impact on consumers'conservation intention.Also a dual mediation pathway model and relevant moderator of such influence mechanism areput forward.In this study,2*2 inter-group experimental design was used,and our research shows that the combination strategy of independent self-construal and distant spatial distance comparison object can generate the highest energy conservation behavior intention;when offered the comparison energy consumption feedback information of distant spatial distance comparison object,consumers seem to experience the lower psychological reactance and the higher perceived behavioral control so as to arise the higher energy conservation behavior intention compared with near spatial distance comparison object information offered.The effects of comparison object spatial distance of comparison information feedback on consumers’energy conservation behavior intention mediated by psychological reactance and perceived behavioral control separately are opposite(negative versus positive).In addition,the negative effect mediated by psychological reactanceand the positive effect mediated by perceived are moderated by self-construal separately,that in the context of independent self-construal psychological reactance and perceived behavioral control are motivated to produce energy conservation behavior intention while psychological reactance and perceived behavioral control are not excited in the context of interdependent self-construal,psychological reactance and perceived behavioral control are the two moderated mediators.The study contributes to the suggestions for policymakers to make accurate information feedback decisions according to different types of consumers.