The Study On The Mechanism And Effect Of Information Intervention On Urban Residents’ Electricity Saving Behavior

Under the circumstance of electricity supply is dominated by fossil fuels in China,whether residents could save electricity as the terminal user not only affects the number and growth rate of residents’ direct energy consumption in our country,also affects the carbon dioxide emissions,power demand side management development become an important aspect of energy regulation.Residents living power is one of the fastest growing areas for electric power demand side,how to promote residents saving electricity by external intervention strategies become the key point of our country’s power demand side management to realize energy conservation and emissions reduction targets.The traditional energy-saving incentives more focused on prices,taxes,subsidies and other economic intervention strategy under the hypothesis of "rational economic man",but the sustainability of economic intervention is controversial.Thus,With the rapid development of the information age,how to effectively guide residents’ electricity saving behavior gradually through information intervention has become the focus of attention.This article adopts the method of empirical research combined with experimental study.The empirical research by large sample questionnaire survey to collect data for residents,put residents’ self-reported power saving behavior as the dependent variable,by parsing mechanism of information stimulates residents power saving will,promotes residents’ energy saving behavior to judge the information intervention effect path and direction on behavior.The experimental study adopted a randomized controlled field experiment,put the actual electricity consumption of residential households as dependent variables to determine the actual power saving effect of different information intervention strategies.Combining two methods could make up for the subjective deviation of self-report energy saving behavior in domestic energy saving research and make up for the inadequacy of the internal mechanism of behavior implementation in the study of random control field experiment.In the empirical study,based on “knowledge-attitude-belief-practice”,“social comparison theory”,“the focus theory of normative conduct” we select environmental responsibility,herd mentality,social norms and low carbon knowledge as the driving factor,behavior intention as intermediary variables to construct theory models.Then we test different types of information intervention on intention-behavior regulation and motivation of driving factors.Results show that publicity has regulating effect and incentive effect on behavior,while the strength is weak,intervention path of social norms feedback is higher intensity stimulation,frequency,self-contrast feedback interventions path are mainly regulation and the strength are weak.In the environmental study,based on the existing literature and empirical research conclusions,experiment study mainly focuses on how information feedback strategy is more effective in promoting the initiative of residents to achieve the goal of saving electricity,under the premise of setting 15% target of the power saving.The experiment was conducted in a randomized controlled field experiment,and four experimental groups and a control group were designed.Experimental study adopts between-subjects factorial design of the information intervention content(self-contrast,social norms feedback)* information intervention frequency(once a week,twice a week)and field experiment lasted for 14 weeks,the intervention effect was tested by covariance analysis.The study found that 15% of the energy saving target with the follow-up feedback can be achieved,while the motivation of the target itself is very weak.The electricity saving effect of social norms feedback is better than the self-contrast feedback.The increase of intervention frequency could not bring electricity saving effect increased significantly,and there is little interaction between feedback content and feedback frequency.This article research results help the government management departments and relevant institutions fully recognize the role of different information strategy in inspiring residents’ energy saving.Therefore,it is more targeted to optimize and develop information intervention strategies,explore the potential of information intervention,and improve the guidance and incentive effect of daily energy saving behaviors of residents.