节能信息曝光度对绿色消费行为影响的实证分析——来自电商数据平台大规模文本数据的判据

doi:10.16381/j.cnki.issn1003-207x.2019.0169

中国管理科学 ›› 2022, Vol. 30 ›› Issue (1): 241-251.doi: 10.16381/j.cnki.issn1003-207x.2019.0169

节能信息曝光度对绿色消费行为影响的实证分析——来自电商数据平台大规模文本数据的判据

王兆华, 陆彬, 王博, 马冠华

北京理工大学管理与经济学院，北京100081

收稿日期:2019-01-29 修回日期:2020-01-21 出版日期:2022-01-20 发布日期:2022-01-29
通讯作者: 王博(1983-)，女(汉族)，吉林长春人，北京理工大学管理与经济学院，副教授，研究方向：可持续消费行为与智能决策，Email：b.wang@bit.edu.cn. E-mail:b.wang@bit.edu.cn
基金资助:
北京自然科学基金资助项目(9212016)；国家杰出青年科学基金资助项目(71625003)；国家自然科学基金资助项目(71774014,91746208, 71804010,72074026,72141302)；教育部哲学社会科学研究重大课题基金资助项目(21JZD027)；北京市哲学社会科学基金项目(21GLC057)

The Impact of Energy-saving Information Exposure on Green Consumption Behavior——An Empirical Study of Large-scale Text Data from E-commerce Data Platforms

WANG Zhao-hua, LU Bin, WANG Bo^,

School of Management and Economics, Beijing Institute of Technology, Beijing 100081, China

Received:2019-01-29 Revised:2020-01-21 Online:2022-01-20 Published:2022-01-29
Contact: 王博 E-mail:b.wang@bit.edu.cn

摘要/Abstract

摘要： 随着中国绿色消费群体快速增长，绿色消费在拉动消费升级的同时体现出巨大的环境价值，节能信息曝光度对绿色消费行为的影响也引起学者关注。本文将数据驱动与模型驱动方法相结合，采用自然语言处理技术构建节能信息曝光度指标，采用倾向得分匹配与分位数回归对我国电商平台5,889种节能家电消费数据与评论数据进行实证研究。结果发现，我国现阶段电商平台整体节能信息曝光度不高，节能信息曝光度对节能家电销量的边际效应呈现单调上升趋势，信息冗余拐点尚未出现；同时，节能信息曝光度对不同销量规模节能家电产品的影响呈倒“U”型变化，其对中等销售规模的节能家电产品具有更大影响；最后，本文进一步验证了“平台效应”对于节能信息曝光度的调节作用，为基于大规模多源异构数据的绿色消费行为研究提供借鉴。

关键词: 节能信息曝光;自然语言处理;倾向得分匹配;绿色消费行为

Abstract: With the rapid growth of Chin’s green consumer groups, green consumption has shown great environmental value while driving consumption upgrades. The impact of energy-saving information exposure on green consumption behavior has also attracted scholars’ attention. Data-driven and model-driven methods have been combined. Natural language processing technology has been adopted to construct energy-saving information exposure indicators, and propensity score matching and quantile regression havebeen used to conduct empirical research on 5,889 household appliances consumption and comment data on an e-commerce platform in China. It has been indicated that the overall energy-saving information exposure of e-commerce platforms in China is not high. The marginal effect of energy-saving information exposure on the sales of energy-saving home appliances shows a monotonous upward trend, and the inflection point of information redundancy has not yet appeared. At the same time, inverted U-shaped change in the impact of home appliances with different sales scalesto energy-saving information exposure has been found, which has a greater impact on home appliances with medium sales scale. Finally, the adjustment effect of the “platform effect” on energy-saving information exposure has been further verified, which provides a reference for the research on green consumption behavior based on large-scale multi-source heterogeneous data.

Key words: energy-saving information exposure;natural language processing; propensity score matching;green consumption behavior

中图分类号:

F626

王兆华, 陆彬, 王博, 马冠华. 节能信息曝光度对绿色消费行为影响的实证分析——来自电商数据平台大规模文本数据的判据[J]. 中国管理科学, 2022, 30(1): 241-251.

WANG Zhao-hua, LU Bin, WANG Bo. The Impact of Energy-saving Information Exposure on Green Consumption Behavior——An Empirical Study of Large-scale Text Data from E-commerce Data Platforms[J]. Chinese Journal of Management Science, 2022, 30(1): 241-251.

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节能信息曝光度对绿色消费行为影响的实证分析——来自电商数据平台大规模文本数据的判据

The Impact of Energy-saving Information Exposure on Green Consumption Behavior——An Empirical Study of Large-scale Text Data from E-commerce Data Platforms

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