摘要
支付宝蚂蚁森林的推出让更多人意识到环境保护的重要性。通过问卷调查,运用结构方程模型对有效问卷进行分析,对提出的假设进行验证。结果表明:7项假设中有5项成立,公众蚂蚁森林使用意愿会受到公益性、互动性和社会生态环境的影响,使用意愿对环保意识有影响作用,环保意识最终又对用户的环保行为产生影响。
The launch of Alipay Ant Forest has made more people aware of the importance of environmental protection.By studying the impact of Ant Forest on users’environmental awareness and behavior,they can understand their advantages and disadvantages and provide suggestions.Through questionnaire survey,this article used structural equation model to analyze the effective questionnaire and verify the hypothesis.The results showed that:5 of the 7 hypotheses were established,the public’s willingness to use the ant forest would be affected by public welfare,interaction,and the social ecological environment.The willingness to use would have an impact on environmental awareness,and environmental awareness would eventually produce influences on the environmental protection behaviors.
作者
颜烨
周昀茜
陈岩
YAN Ye;ZHOU Yun-qian;CHEN Yan(College of Economics and Management,Nanjing Forestry University,Nanjing 210037,China)
出处
《中国林业经济》
2020年第5期7-10,共4页
China Forestry Economics
基金
江苏省大学生创新创业训练计划项目省级重点课题“蚂蚁森林对公众支付方式选择和环保意识的影响调查”(201910298022Z)。
关键词
蚂蚁森林
使用意愿
环保意识
环保行为
结构方程模型
ant forest
willingness to use
environmental awareness
environmental protection behavior
structural equation model
