中断与接续:量化自我构建对生活方式绿色转变的影响机制研究

Interrupt and Carry-on:Research on the Mechanism of Quantified-self Construction Influencing the Green Transformation of Lifestyles

量化情景在消费者自我构建和绿色生活方式转变过程中的重要性不断增强,本文实证考察量化情景及由此产生的量化自我构建过程对消费者生活方式绿色转变的影响机制。实验一发现,量化情景比非量化情景促使消费者产生更强的生活方式绿色转变意愿;实验二发现,消费者对量化结果的感知不一致和自尊之间的交互作用显著影响消费者对非绿色生活方式的中断意愿。自主需要、能力需要和归属需要在非绿色生活方式中断意愿到绿色生活方式接续意愿的转变过程中产生显著的中介作用。本文结论能够为厂商的绿色产品推广和政府的绿色治理提供具有针对性的政策建议。

Used two experiments,this paper tested the influence mechanism of quantified-self on the behavior change of green lifestyles.Results showed that:first,compare the situation of un-quantitative,the situation of quantitative could positive affect the intention of behavior change of green lifestyles,especially those who deeply quantify their behavior.Second,the interaction between consumers'inconsistent perception of quantitative results and self-esteem significantly affects consumers'willingness to interrupt their old behaviors.When in the quantification process,whether it is the inconsistency of positive perceptions or negative perceptions of consumers,consumers with high self-esteem levels are more willing to interrupt their previous behaviors than consumers with low self-esteem levels,and when the inconsistency of negative perception,consumers with high self-esteem will have a stronger willingness to interrupt the old behavior than when the inconsistency of positive perception.Third,in the process of interrupting the old behavior to the new green lifestyle behavior,the need to autonomy,need to ability and need to belonging play a significant mediate role.This conclusion shows that when the quantitative situation prompts consumers to interrupt their old behaviors,only when consumers'needs to autonomy,belonging and ability are activated,it can be smoothly transformed into the intention of behavior change of green lifestyles.