【摘要】 整合并拓展技术接受理论和计划行为理论,从用户端个体层面探讨游戏化个人碳账户的用户接受问题。围绕个体的使用态度、使用意愿和实际使用行为三个核心变量,检验了可能影响用户接受的多种前置因素及其在用户行为决策中的作用。通过分析来自蚂蚁森林个人碳账户用户的调查数据,对构建的结构方程模型进行了检验和分析。研究发现:感知利他有用性、感知利己有用性和感知易用性均对用户的使用态度有正向关系;感知行为控制对用户的使用意愿和实际使用有正向关系;使用意愿对使用态度和实际使用之间的正向关系起到了中介作用;此外,感知乐趣与态度之间以及主观规范与使用意愿之间不存在具有统计学上显著性的正向关系。根据实证研究结果为碳普惠背景下的个人碳账户以及碳交易平台设计开发、运营推广以及学术研究提出相应建议。更多还原

【Abstract】 This article integrates and expands the theories of technology acceptance and planned behavior, exploring the user acceptance issues of gamified personal carbon accounts from the perspective of individual users. This study focuses on three core variables involving individual attitudes towards use, intention to use, and actual usage behavior, and examines various pre factors that may affect user acceptance and their roles in user behavior decision-making. This study tested the constructed structural equation model by survey data collected from individual carbon account users of Ant Forest. This research found that perceived altruistic usefulness, perceived egoistic usefulness, and perceived ease of use all have a positive relationship with users’ attitudes towards use; perceived behavioral control has a positive relationship with users’ willingness to use and actual usage; the willingness to use plays a mediating role in the positive relationship between usage attitude and actual usage. In addition, there is no statistically significant positive relationship between perceived pleasure and attitude, as well as between subjective norms and willingness to use. This study proposes corresponding suggestions for the design, development, operation,promotion, and academic research of personal carbon accounts and carbon trading platforms under the background of Carbon Inclusiveness from the empirical research results.更多还原