基于多元线性回归的中水回用技术营销推广研究

Research on Marketing and Promotion of Reclaimed Water Reuse Technology Based on Multiple Linear Regression

摘要: 中水回用技术的推广不仅能缓解缺水问题，还能降低企业的生产成本。而中水回用的推广与发展取决于公众对中水回用的接受程度。因此，为帮助相关企业完善中水回用的市场营销推广计划，本研究以江苏省公众为例开展问卷调查，建立公众对中水回用的态度、从众心理、了解情况、感知收益、健康风险感知与对中水回用接受程度的假设模型，结合人口统计学变量，运用多元线性回归模型进行实证分析。研究结果显示，人们对中水回用的态度、群体心理、了解情况和感知收益会积极影响他们对中水回用的接受程度，而健康风险感知则会对公众的接受程度产生负面影响。其中，态度是影响中水回用接受程度最重要的因素。

Abstract: The promotion of reclaimed water reuse technology can not only alleviate the problem of water shortage, but also reduce the production cost of enterprises. The promotion and development of reclaimed water reuse depends on the public’s acceptance of reclaimed water reuse. Therefore, in order to help relevant enterprises improve the marketing promotion plan of reclaimed water reuse, this study takes Jiangsu Province as an example to conduct a questionnaire survey and establish a hypothetical model of the public’s attitude towards reclaimed water reuse, herd psychology, understanding of the situation, perceived benefits, health risk perception and acceptance of reclaimed water reuse. Multiple linear regression model was used for empirical analysis. The results show that people’s attitude, group psychology, degree of understanding and perceived benefits will positively affect their acceptance of reclaimed water reuse, while the perception of health risks will have a negative impact on the public acceptance. Among them, attitude is the most important factor affecting the acceptance of reclaimed water reuse.