消费者视角下用户评论对公众再生水消费意愿的影响机制——来自眼动实验的证据

再生水回用是解决水资源紧缺的有效途径，对缓解区域水资源紧缺和促进环境保护有重要的意义。公众作为再生水的直接使用者，其对再生水的态度是再生水回用项目实施的关键环节。再生水作为一种再生资源产品，价格是消费者使用再生水必须支付的货币成本，用户评论是消费者了解再生水，评估再生水质量的最直接途径。为了更加清晰的辨明价格、用户评论对公众再生水使用意愿的影响机制，以消费者为视角，模拟再生水购买场景，以刺激-机体-反应模型为理论框架，采用3(实验分组：高价格、中价格和低价格)×2(评论分类：质量评论和环境评论)的眼动追踪实验，探究公众再生水购买决策过程中的行为机理，并进一步分析不同价格下公众再生水使用行为的差异。研究结果表明：(1)公众再生水使用意愿在中价格组最高，低价格组次之，高价格组最低。(2)公众决策过程中，不论是再生水质量评价，还是环境评价，均偏向于注视消极评论内容。在低价格组中，公众对评论内容的关注程度最高，高价格组最低，中价格组中，公众更关心再生水对环境的影响。(3)消费过程中，公众对评论内容的关注会影响消费情绪从而影响再生水使用意愿。(4)再生水价格在公众消费决策过程中发挥重要的调节作用...

Influence mechanism of user comments on public's consumption intention of recycled water from the perspective of consumers: Evidence from eye tracking experiments

The use of recycled water is an effective approach that addresses water resource scarcity, its widespread adoption exerts far-reaching implications in terms of water scarcity and environmental protection. As direct users of recycled water, the public''s attitude is of great importance to the implementation of the recycled water reuse project. As a renewable resource product, the price of recycled water is equivalent to the monetary cost consumers should pay for using recycled water. User comments are the most direct way by which consumers understand all pertinent details about recycled water and evaluate its quality. To more clearly identify the influence mechanism of price and user comments on the public''s willingness to use recycled water, this study simulates the purchase scenario of recycled water from the perspective of consumers, takes the stimulus-organism-response model as the theoretical framework by using a 3 (experimental group:high price, medium price, and low price)×2 (review category:quality reviews and environmental reviews) eye movement-tracking experiment to explore the public''s behavior mechanism in the purchase process of recycled water, and further analyzes the differences between public reuse behaviors under different prices. The results show the following:(1) The public''s willingness to use recycled water is highest in the medium-price group, followed by the low-price group, and it is lowest in the high-price group; (2) The public tends to focus on negative comments in the decision-making process, whether the comments are from recycled water quality reviews or environmental reviews. In the low-price group, the public pays greatest attention to the comment content, while in the high-price group, the public pays least attention to the comment content. In the middle-price group, the public is more concerned about the environmental impact of recycled water reuse; (3) In the consumption process, user comments can influence the consumption mood, and consequently their willingness to use recycled water; (4) The price of recycled water plays a regulating role in the public''s decision making process. In the low-price group, user comments influenced the public''s willingness to reuse recycled water through a sense of arousal. In the medium-price group, user comments affected the public''s willingness to reuse recycled water through pleasure, and in the high-price group, the impact path of user comments on the public''s willingness to use recycled water is not significant. This study provides relevant scientific reference for the future promotion of recycled water and the optimal allocation of water resources.