不同信息框架对居民节电行为的影响研究

Research on the Influence of Different Information Frames on Residents’ Electricity Saving Behavior

摘要: 学者们对个人环保行为的研究愈发重视，且如何以较小的成本实现较高的环保效益成为研究重点。本研究旨在探索信息框架(得到框架和失去框架)对居民节电行为的影响差异，通过一个三阶段的调查实验获取了576份问卷，分析结果表明：得到框架和损失框架均有益于居民节电行为，即在信息框架的干预下，居民展现出更积极的节电行为。研究结果证实了信息框架对人们行为的影响，建议合理使用信息框架，但同时需要注意干预尺度，避免干预过度产生负面影响。

Abstract: Scholars pay more and more attention to the study of individual environmental behavior, and how to achieve higher environmental benefits at a smaller cost has become the focus of research. The purpose of this study is to explore the difference in the influence of information frame (gain frame and loss frame) on residents’ electricity-saving behavior. 576 questionnaires were obtained through a three-stage investigation experiment. The analysis results show that both gain frame and loss frame are beneficial to residents’ electricity-saving behavior, that is, under the intervention of information frame, residents show more active electricity-saving behavior. The research results confirm the influence of information framework on people’s behavior, and suggest rational use of information framework, but at the same time need to pay attention to intervention scale, avoid excessive intervention to produce negative effects.