Motivation Analysis of Online Green Users: Evidence From Chinese “Ant Forest”

Chen, Bo; Feng, Yi; Sun, Jiangtao; Yan, Jingwen

doi:10.3389/fpsyg.2020.01335

Cited by 12 publications

(9 citation statements)

References 37 publications

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“…For instance, bike-sharing operators could organize “Earth Hour” in conjunction with green public welfare organizations and the public media to make bike-sharing users realize their contribution to environmental protection. Operators could also find ways to increase cooperation with successful public welfare and environment protection digital platform, such as Alipay “Ant Forest” ( Chen B. et al, 2020 ; Yang et al, 2018 ).…”

Section: Conclusion and Discussionmentioning

confidence: 99%

Increasing Bike-Sharing Users’ Willingness to Pay — A Study of China Based on Perceived Value Theory and Structural Equation Model

et al. 2022

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Bike sharing, as an innovative travel mode featured by mobile internet and sharing, offers a new transport mode for short trips and has a huge positive impact on urban transportation and environmental protection. However, bike-sharing operators face some operational challenges, especially in sustainable development and profitability. Studies show that the customers’ willingness to pay is a key factor affecting bike-sharing companies’ operating conditions. Based on the theories of perceived value, this study conducts an empirical analysis of factors that affect bike-sharing users’ willingness to pay for bike-sharing through measurement scales, user surveys, and structural equation models. We designed a five-point Likert-type scale containing 11 latent variables affecting willingness to pay and a total of 34 measurement items. We investigate bike-sharing users in China’s first and second-tier cities, with a total of 502 participants. The results show that perceived value, payment awareness, trust, and environmental awareness constitute key factors that directly affect bike-sharing users’ willingness to pay. And perceived usefulness, perceived ease-of-use, perceived cost, and perceived risk indirectly affect bike-sharing users’ willingness to pay. However, we found no significant effects of perceived entertainment on perceived value or word of mouth on willingness to pay. Our results are expected to provide theoretical and practical implications for bike-sharing programs.

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Section: Conclusion and Discussionmentioning

confidence: 99%

Increasing Bike-Sharing Users’ Willingness to Pay — A Study of China Based on Perceived Value Theory and Structural Equation Model

et al. 2022

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“…By 2021, over 600 million online green users of Ant Forest will have participated in Ant Forest's low-carbon activities. They had generated more than 20 million tons of green energy in the form of low-carbon projects and planted 326 million trees in 11 provinces, covering a total area of more than 3.97 million mu [48], making a significant impact on environmental good [49]. The reasons for selecting Ant Forest as the research scenario in this study are as follows: (1) Ant Forest fits the research objectives.…”

Section: Research Scenariosmentioning

confidence: 99%

The Impact of Gamification Motivation on Green Consumption Behavior—An Empirical Study Based on Ant Forest

Sun

Xing

2022

Sustainability

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The development of the Internet has led to new forms of integration of gamification and environmental protection and has become a new perspective for exploring the emergence of green consumer behavior. In particular, gamification participation motivation has a growing influence on consumers’ green consumption behavior, and the magnitude of gamification participation motivation is transmitted to consumers’ green consumption behavior through their continuity of use. We choose Ant Forest as the research scenario of the integration of green consumption and gamification in China and try to explore the mechanism of the interaction between gamification participation motivation, continuity of use, and green consumption behavior from the perspective of green consumption. This paper tests the hypotheses through empirical research methods and structural equation modeling. The findings show that enjoyment motivation, social motivation, and achievement motivation positively influence consumers’ continuity of use; continuity of use positively influences consumers’ green consumption behavior; and the sense of environmental indebtedness plays a moderating role in the relationship between continuity of use and green consumption behavior.

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“…This transformation has spawned a large number of online green users under the guidance of digital technology. Chen B. et al (2020) took Ant Forest as an example to explore the behavioral motivation of online green users through questionnaires, and found that environmental awareness and social motivation are positively promoting green user behavior. The rise of the Internet and digital technology has also contributed to the development of tourism.…”

Section: Green Users and Green Consumer Behaviormentioning

confidence: 99%

Analysis of airbnb’s green user emotional characteristics: How do human, geographical, housing, and environmental factors influence green consumption?

Wang

2022

Front. Environ. Sci.

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In the context of the sharing economy, green consumption is becoming a trend. Shared accommodation represented by Airbnb has been extensively studied. Analysis of the emotional characteristics of green users is the key to promoting the sustainable development of Airbnb. The article obtains the online reviews of Airbnb green users, fully considers the deviation caused by the weight of feature words to the sentiment calculation, and combines the sentiment value with the weight value to obtain the comprehensive sentiment value of green users. Then, a spatial comparative analysis of green users’ emotional characteristics in Beijing, Shanghai and Hong Kong in China is carried out. The results show that in Airbnb, green users have a more obvious emotional tendency to human and geographical factors, followed by housing factors, and show lower tendency to environmental factors. The study provides a new perspective for optimizing the Airbnb scoring system and promoting the sustainable development of the shared accommodation market.

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Motivation Analysis of Online Green Users: Evidence From Chinese “Ant Forest”

Cited by 12 publications

References 37 publications

Increasing Bike-Sharing Users’ Willingness to Pay — A Study of China Based on Perceived Value Theory and Structural Equation Model

Increasing Bike-Sharing Users’ Willingness to Pay — A Study of China Based on Perceived Value Theory and Structural Equation Model

The Impact of Gamification Motivation on Green Consumption Behavior—An Empirical Study Based on Ant Forest

Analysis of airbnb’s green user emotional characteristics: How do human, geographical, housing, and environmental factors influence green consumption?

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