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Article(id=1149776968977178955, tenantId=1146029695717560320, journalId=1146123166801305609, issueId=1149776900194791454, articleNumber=null, orderNo=null, doi=10.12404/j.issn.1671-1815.2403470, pmid=null, cstr=null, oa=null, hot=null, price=null, onlineType=0, articleFormat=0, articleType=null, articleTypeStr=research-article, receivedDate=1715356800000, receivedDateStr=2024-05-11, revisedDate=1722441600000, revisedDateStr=2024-08-01, acceptedDate=null, acceptedDateStr=null, onlineDate=1752057791227, onlineDateStr=2025-07-09, pubDate=1744905600000, pubDateStr=2025-04-18, doiRegisterDate=null, doiRegisterDateStr=null, onlineIssueDate=1752057791227, onlineIssueDateStr=2025-07-09, onlineJustAcceptDate=null, onlineJustAcceptDateStr=null, onlineFirstDate=null, onlineFirstDateStr=null, sourceXml=null, magXml=null, createTime=1752057791227, creator=13701087609, updateTime=1752057791227, updator=13701087609, issue=Issue{id=1149776900194791454, tenantId=1146029695717560320, journalId=1146123166801305609, year='2025', volume='25', issue='11', pageStart='4397', pageEnd='4826', issueExtLink='null', onlineDate='null', pubDate='null', beforeIssueId=null, nextIssueId=null, price=null, status=1, issueComplete=1, articleOrder=1, issueType=-1, specialIssue=0, createTime=1752057774827, creator=13701087609, updateTime=1768456666677, updator=13701087609, preIssue=null, nextIssue=null, ext={EN=IssueExt(id=1218558837930512931, tenantId=1146029695717560320, journalId=1146123166801305609, issueId=1149776900194791454, language=EN, specialIssueTitle=, coverIllustrator=, specialIssueEditor=, specialIssueAbout=), CN=IssueExt(id=1218558837930512932, tenantId=1146029695717560320, journalId=1146123166801305609, issueId=1149776900194791454, language=CN, specialIssueTitle=, coverIllustrator=, specialIssueEditor=, specialIssueAbout=)}, issueFiles=null}, startPage=4809, endPage=4816, ext={EN=ArticleExt(id=1149776969149145424, articleId=1149776968977178955, tenantId=1146029695717560320, journalId=1146123166801305609, language=EN, title=Impact Mechanism of Awe on the Purchase Intention of Construction Waste Recycling Products, columnId=1156262729993277777, journalTitle=Science Technology and Engineering, columnName=Papers·Environmental and Safe Science, runingTitle=null, highlight=null, articleAbstract=

To enhance market acceptance of construction waste recycling products, the impact of awe on consumers’ purchasing willingness investigated was investigated. Using an emotion assessment scale, purchase intention scores, and fNIRS, along with a virtual purchase experimental setup, the effects of awe induced by nature videos on subjects’willingness to purchase construction waste recycling products were examined. Measurements were conducted to separately assess the emotions induced by nature videos, the willingness to purchase construction waste recycling products, and the changes in brain activity during the viewing of nature videos. The results from the emotion assessment scale revealed that nature videos significantly induced awe emotions. The fNIRS data demonstrated deactivation in the brain's default mode network (DMN), associated with self-processing. This suggests that the experience of awe may be linked to reduced self-consciousness. The scoring data indicated that the awe experienced significantly enhanced the subjects' willingness to purchase construction waste recycling household products, however, the subjects' willingness to purchase construction waste recycling materials were not being significantly influenced by awe. Therefore, in construction waste recycling household product marketing, leveraging awe through natural videos can increase the willingness to purchase construction waste recycling household products, subsequently improving its market acceptance.

, correspAuthors=Zhao-yang XIONG, authorNote=null, correspAuthorsNote=null, copyrightStatement=null, copyrightOwner=null, extLink=null, articleAbsUrl=null, sourceXml=null, magXml=null, pdfUrl=null, pdf=null, pdfFileSize=null, pdfExtLink=null, richHtmlUrl=null, mobilePdfUrl=null, reviewReport=null, pdfFirstPage=null, abstractGraph=null, abstractGraphContent=null, abstractVideo=null, citation=null, cebUrl=null, magXmlContent=null, mapNumber=null, authorCompany=null, fund=null, authors=null, authorsList=Zhi-kun DING, Tao HUANG, Qi-fan YANG, Zhao-yang XIONG, Feng-mei REN), CN=ArticleExt(id=1149776975914557875, articleId=1149776968977178955, tenantId=1146029695717560320, journalId=1146123166801305609, language=CN, title=敬畏情绪对建筑废弃物再生产品购买意愿影响机制, columnId=1156262730140078420, journalTitle=科学技术与工程, columnName=论文·环境科学、安全科学, runingTitle=null, highlight=null, articleAbstract=

为提高建筑废弃物再生产品市场接受度,探讨了敬畏情绪如何影响消费者对建筑废弃物再生产品的购买意愿。采用情绪评估量表、购买意愿评分以及功能性近红外光谱技术(functional near - infrared spectroscopy, fNIRS),结合虚拟购买实验范式考察自然视频诱发敬畏情绪对被试建筑废弃物再生产品的购买意愿。分别测量了自然视频刺激诱发的情绪类型、建筑废物再生产品购买意愿以及观看自然视频时大脑特定区域的活动变化。量表结果显示自然视频诱发了显著的敬畏情绪,fNIRS结果显示,自然视频刺激导致与自我加工相关的大脑默认网络区域(default mode network, DMN)出现“去激活”现象,表明自我意识的抑制与敬畏情绪体验相关,评分结果显示敬畏情绪显著提升了被试对建筑废弃物再生生活用品的购买意愿,而对再生建材的购买意愿影响不显著。因此,在建筑废弃物再生生活用品营销策略中,通过自然视频的方式诱发敬畏情绪可提升建筑废弃物再生生活用品购买意愿,进而提高建筑废弃物再生生活用品市场接受度。

, correspAuthors=熊朝阳, authorNote=null, correspAuthorsNote=
* 熊朝阳(1996—),男,汉族,江西鹰潭人,博士研究生。研究方向:神经工程管理,建筑废弃物可持续管理。E-mail:。
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丁志坤(1978—),男,汉族,山东烟台人,博士,教授。研究方向:神经工程管理,建筑废弃物可持续管理。E-mail:。

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丁志坤(1978—),男,汉族,山东烟台人,博士,教授。研究方向:神经工程管理,建筑废弃物可持续管理。E-mail:。

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丁志坤(1978—),男,汉族,山东烟台人,博士,教授。研究方向:神经工程管理,建筑废弃物可持续管理。E-mail:。

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journalId=1146123166801305609, articleId=1149776968977178955, language=EN, label=Fig.4, caption=Activation of brain regions under different conditions, figureFileSmall=zlX6fygyNSLzgjlBRovRhw==, figureFileBig=sJcTRHOhwkAW3BxvjvP7jA==, tableContent=null), ArticleFig(id=1218843912584745213, tenantId=1146029695717560320, journalId=1146123166801305609, articleId=1149776968977178955, language=CN, label=图4, caption=不同条件下脑区激活情况, figureFileSmall=zlX6fygyNSLzgjlBRovRhw==, figureFileBig=sJcTRHOhwkAW3BxvjvP7jA==, tableContent=null), ArticleFig(id=1218843912689602826, tenantId=1146029695717560320, journalId=1146123166801305609, articleId=1149776968977178955, language=EN, label=Table 1, caption=

Experimental measurement of Brodmann partitions of brain areas

, figureFileSmall=null, figureFileBig=null, tableContent=
通道 半球 布罗德曼分区(BA分区) 概率
1 右 BA10:额极 0.808
2 右 BA10:额极 0.963
3 右 BA45:布洛卡三角区 1.000
4 右 BA47:前额叶下回 0.386
5 右 BA9:背外侧前额叶皮层 0.528
6 右 BA9:背外侧前额叶皮层 0.837
7 右 BA45:布洛卡三角区 0.947
8 右 BA46:背外侧前额叶皮层 0.846
9 右 BA46:背外侧前额叶皮层 0.608
10 左 BA10:额极 0.551
11 左 BA10:额极 0.611
12 左 BA46:背外侧前额叶皮层 0.811
13 左 BA47:前额叶下回 0.809
14 左 BA46:背外侧前额叶皮层 0.648
15 左 BA9:背外侧前额叶皮层 0.609
16 左 BA45:布洛卡三角区 0.879
17 左 BA45:布洛卡三角区 0.973
18 左 BA9:背外侧前额叶皮层 0.897
), ArticleFig(id=1218843912781877523, tenantId=1146029695717560320, journalId=1146123166801305609, articleId=1149776968977178955, language=CN, label=表1, caption=

实验测量脑区的布罗德曼分区

, figureFileSmall=null, figureFileBig=null, tableContent=
通道 半球 布罗德曼分区(BA分区) 概率
1 右 BA10:额极 0.808
2 右 BA10:额极 0.963
3 右 BA45:布洛卡三角区 1.000
4 右 BA47:前额叶下回 0.386
5 右 BA9:背外侧前额叶皮层 0.528
6 右 BA9:背外侧前额叶皮层 0.837
7 右 BA45:布洛卡三角区 0.947
8 右 BA46:背外侧前额叶皮层 0.846
9 右 BA46:背外侧前额叶皮层 0.608
10 左 BA10:额极 0.551
11 左 BA10:额极 0.611
12 左 BA46:背外侧前额叶皮层 0.811
13 左 BA47:前额叶下回 0.809
14 左 BA46:背外侧前额叶皮层 0.648
15 左 BA9:背外侧前额叶皮层 0.609
16 左 BA45:布洛卡三角区 0.879
17 左 BA45:布洛卡三角区 0.973
18 左 BA9:背外侧前额叶皮层 0.897
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Results of descriptive statistics and tests of difference for emotion scores

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情绪 对照组M±SD 敬畏组M±SD t P
生气 1.594±0.798 1.797±0.793 -1.039 0.307
厌恶 1.688±0.738 1.859±0.675 -1.066 0.295
敬畏 2.719±1.224 6.391±0.644 -13.696 0.000
惊奇 3.469±1.481 5.594±1.207 -9.025 0.000
喜悦 2.375±1.129 2.531±0.822 -1.186 0.245
恐惧 2.469±1.047 2.256±1.110 1.201 0.239
悲伤 2.031±0.740 2.094±1.096 -0.286 0.777
), ArticleFig(id=1218843913121616181, tenantId=1146029695717560320, journalId=1146123166801305609, articleId=1149776968977178955, language=CN, label=表2, caption=

情绪得分描述性统计和差异检验结果

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情绪 对照组M±SD 敬畏组M±SD t P
生气 1.594±0.798 1.797±0.793 -1.039 0.307
厌恶 1.688±0.738 1.859±0.675 -1.066 0.295
敬畏 2.719±1.224 6.391±0.644 -13.696 0.000
惊奇 3.469±1.481 5.594±1.207 -9.025 0.000
喜悦 2.375±1.129 2.531±0.822 -1.186 0.245
恐惧 2.469±1.047 2.256±1.110 1.201 0.239
悲伤 2.031±0.740 2.094±1.096 -0.286 0.777
), ArticleFig(id=1218843913234862401, tenantId=1146029695717560320, journalId=1146123166801305609, articleId=1149776968977178955, language=EN, label=Table 3, caption=

Results of descriptive statistics and test of difference for purchase intention table

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材料 对照组M±SD 敬畏组M±SD F P
再生产品 5.156±1.051 5.875±0.920 2.883 0.095
再生生活用品 4.688±1.203 5.656±1.035 8.606 0.012
再生建材 3.219±1.184 3.656±1.096 0.359 0.551
), ArticleFig(id=1218843913364885833, tenantId=1146029695717560320, journalId=1146123166801305609, articleId=1149776968977178955, language=CN, label=表3, caption=

购买意愿的描述性统计和差异检验结果

, figureFileSmall=null, figureFileBig=null, tableContent=
材料 对照组M±SD 敬畏组M±SD F P
再生产品 5.156±1.051 5.875±0.920 2.883 0.095
再生生活用品 4.688±1.203 5.656±1.035 8.606 0.012
再生建材 3.219±1.184 3.656±1.096 0.359 0.551
), ArticleFig(id=1218843913478132050, tenantId=1146029695717560320, journalId=1146123166801305609, articleId=1149776968977178955, language=EN, label=Table 4, caption=

Significantly activated channels in the experiment group compared to the control group

, figureFileSmall=null, figureFileBig=null, tableContent=
通道 半球 脑区 t P
4 右 BA47:额下回 2.279 0.030
8 右 BA46:背外侧前额叶 2.145 0.024
14 左 BA46:背外侧前额叶 2.557 0.009
15 左 BA9:背外侧前额叶 2.642 0.008
), ArticleFig(id=1218843913591378267, tenantId=1146029695717560320, journalId=1146123166801305609, articleId=1149776968977178955, language=CN, label=表4, caption=

实验组相比于对照组显著激活的通道

, figureFileSmall=null, figureFileBig=null, tableContent=
通道 半球 脑区 t P
4 右 BA47:额下回 2.279 0.030
8 右 BA46:背外侧前额叶 2.145 0.024
14 左 BA46:背外侧前额叶 2.557 0.009
15 左 BA9:背外侧前额叶 2.642 0.008
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敬畏情绪对建筑废弃物再生产品购买意愿影响机制
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丁志坤 1, 2, 3 , 黄涛 2 , 杨起帆 2 , 熊朝阳 2, * , 任风梅 4
科学技术与工程 | 论文·环境科学、安全科学 2025,25(11): 4809-4816
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科学技术与工程 | 论文·环境科学、安全科学 2025, 25(11): 4809-4816
敬畏情绪对建筑废弃物再生产品购买意愿影响机制
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丁志坤1, 2, 3 , 黄涛2, 杨起帆2, 熊朝阳2, * , 任风梅4
作者信息
  • 1 滨海城市韧性基础设施教育部重点实验室(深圳大学), 深圳 518060
  • 2 深圳大学中澳BIM与智慧建造研究中心, 深圳 518060
  • 3 深圳市地铁地下车站绿色高效智能建造重点实验室, 深圳 518060
  • 4 深圳市第二人民医院/深圳大学第一附属医院, 深圳 518035

    • 丁志坤(1978—),男,汉族,山东烟台人,博士,教授。研究方向:神经工程管理,建筑废弃物可持续管理。E-mail:。

通讯作者:

* 熊朝阳(1996—),男,汉族,江西鹰潭人,博士研究生。研究方向:神经工程管理,建筑废弃物可持续管理。E-mail:。
Impact Mechanism of Awe on the Purchase Intention of Construction Waste Recycling Products
Zhi-kun DING1, 2, 3 , Tao HUANG2, Qi-fan YANG2, Zhao-yang XIONG2, * , Feng-mei REN4
Affiliations
  • 1 Key Laboratory of Coastal Urban Resilient Infrastructures, Ministry of Education (Shenzhen University), Shenzhen 518060, China
  • 2 Sino-Australia Joint Research Center in BIM and Smart Construction, Shenzhen University, Shenzhen 518060, China
  • 3 Shenzhen Key Laboratory of Green, Efficient and Intelligent Construction of Underground Metro Station, Shenzhen University, Shenzhen 518060, China
  • 4 Shenzhen Second People's Hospital/First Affiliated Hospital of Shenzhen University, Shenzhen 518035, China
出版时间: 2025-04-18 doi: 10.12404/j.issn.1671-1815.2403470
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摘要
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为提高建筑废弃物再生产品市场接受度,探讨了敬畏情绪如何影响消费者对建筑废弃物再生产品的购买意愿。采用情绪评估量表、购买意愿评分以及功能性近红外光谱技术(functional near - infrared spectroscopy, fNIRS),结合虚拟购买实验范式考察自然视频诱发敬畏情绪对被试建筑废弃物再生产品的购买意愿。分别测量了自然视频刺激诱发的情绪类型、建筑废物再生产品购买意愿以及观看自然视频时大脑特定区域的活动变化。量表结果显示自然视频诱发了显著的敬畏情绪,fNIRS结果显示,自然视频刺激导致与自我加工相关的大脑默认网络区域(default mode network, DMN)出现“去激活”现象,表明自我意识的抑制与敬畏情绪体验相关,评分结果显示敬畏情绪显著提升了被试对建筑废弃物再生生活用品的购买意愿,而对再生建材的购买意愿影响不显著。因此,在建筑废弃物再生生活用品营销策略中,通过自然视频的方式诱发敬畏情绪可提升建筑废弃物再生生活用品购买意愿,进而提高建筑废弃物再生生活用品市场接受度。

建筑废弃物再生产品  /  敬畏情绪  /  购买意愿  /  fNIRS

To enhance market acceptance of construction waste recycling products, the impact of awe on consumers’ purchasing willingness investigated was investigated. Using an emotion assessment scale, purchase intention scores, and fNIRS, along with a virtual purchase experimental setup, the effects of awe induced by nature videos on subjects’willingness to purchase construction waste recycling products were examined. Measurements were conducted to separately assess the emotions induced by nature videos, the willingness to purchase construction waste recycling products, and the changes in brain activity during the viewing of nature videos. The results from the emotion assessment scale revealed that nature videos significantly induced awe emotions. The fNIRS data demonstrated deactivation in the brain's default mode network (DMN), associated with self-processing. This suggests that the experience of awe may be linked to reduced self-consciousness. The scoring data indicated that the awe experienced significantly enhanced the subjects' willingness to purchase construction waste recycling household products, however, the subjects' willingness to purchase construction waste recycling materials were not being significantly influenced by awe. Therefore, in construction waste recycling household product marketing, leveraging awe through natural videos can increase the willingness to purchase construction waste recycling household products, subsequently improving its market acceptance.

construction waste recycling products  /  awe  /  purchase intention  /  fNIRS
丁志坤, 黄涛, 杨起帆, 熊朝阳, 任风梅. 敬畏情绪对建筑废弃物再生产品购买意愿影响机制. 科学技术与工程, 2025 , 25 (11) : 4809 -4816 . DOI: 10.12404/j.issn.1671-1815.2403470
Zhi-kun DING, Tao HUANG, Qi-fan YANG, Zhao-yang XIONG, Feng-mei REN. Impact Mechanism of Awe on the Purchase Intention of Construction Waste Recycling Products[J]. Science Technology and Engineering, 2025 , 25 (11) : 4809 -4816 . DOI: 10.12404/j.issn.1671-1815.2403470
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随着中国城市化建设的加速推进,建筑废弃物数量急剧上升。据估计,2021年中国建筑废弃物产生量已高达32.09亿吨,占固体废弃物总量的30%~40%,并预计在2026年将突破40亿吨[1]。然而,当前中国建筑废弃物的资源化利用率不足10%[2],未充分发挥其潜在的环保和经济价值。传统的建筑废弃物处理方法,如填埋和倾倒[3],不仅占用宝贵的土地资源,同时对环境造成严重污染。实际上,80%的建筑废弃物具有回收价值[4],将建筑废弃物转化成再生产品,可有效节约自然资源,同时能够为企业带来可观的经济效益[5],其性能在某些情况下甚至优于传统天然材料产品[6]。因此将“资源-建材-废弃物”的单向模式向“资源-建材-废弃物-资源”的闭环模式转变是建筑业可持续发展的必然趋势[7]。
尽管目前建筑废弃物再生产品已经突破生产技术瓶颈,再生建材和再生生活产品已进入市场销售,即使这些产品已经获得相关认证,购买者仍对其持有疑虑,市场上普遍存在竞争力不足和应用推广困难的问题[8],导致消费者对再生产品的购买意愿偏低[9],再生产品普及率并未达到预期[10]。究其原因,主要是消费者对建筑废弃物再生产品普遍存在认知误区,多数消费者对其安全性和效能持怀疑态度[11]。此外,既有研究多集中于理性认知对购买意愿的影响机制,而对情绪因素的作用机制探讨不足[12],导致再生产品市场推广策略不完善。
情绪被证明在消费者决策中扮演着关键角色,例如,情绪能够显著影响一个人的投资行为[13]、购物场所的环境能够引起消费情绪反应[14]。所以相比于理性认知,基于情绪的干预手段能更有效提高产品市场接受度[15],而针对绿色产品,以敬畏情绪的干预效果最显著[16]。敬畏情绪是指面对宏大自然环境或伟大社会成就时产生的情感体验,其核心在于产生“顺化需求”,即面对难以立即同化的新信息时,个体必须调整甚至重构现有的心理图式以适应新情境[17]。敬畏情绪是绿色消费领域中一种强大的情感激励因素。绿色产品营销通过诱发敬畏情绪,可引导消费者从个人视角转向更广阔的宏观视角。这种视角转变通常伴随自我意识的减弱,通过增强个体对自然环境的尊重和环保意识,进而提升绿色消费意愿[18-19]。Sun等[20]关于 COVID-19 大流行期间敬畏与绿色消费的研究结果表明,了解敬畏影响行为的不同途径有助于制定更有针对性的绿色消费干预措施。近年来,研究者们开始关注敬畏情绪对绿色消费的影响,但大多数研究局限于问卷调查和行为实验。在建筑废弃物再生产品领域,由于相关信息匮乏,消费者对其潜在价值和环境效益的了解不足,相关研究更是有限。这种情况下,传统研究方法难以深入揭示敬畏情绪对消费者购买意愿的影响机制,亟需新的研究方法来突破这一瓶颈。
神经科学的逐步发展为探究人类在各种复杂环境和任务中的认知、情感和行为状态提供了强有力的研究手段。通过直接测量和分析大脑活动,神经科学工具为理解人类在各种环境下的心理生理状态提供了客观、实时的数据[21-24]。通过“窥探”大脑实际活动,神经科学不仅弥补了传统研究方法的不足,还成为连接基础研究与实际应用的重要桥梁,尤其适合探究敬畏等复杂情绪对消费行为决策的本质影响。
因此,通过虚拟购买实验,结合情绪评估量表和功能性近红外光谱神经科学技术,探讨敬畏情绪对建筑废弃物再生产品购买意愿的影响机制。研究结果预期为建筑废弃物资源化企业的市场营销策略提供指导建议。
1 研究假设
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本文中认为,敬畏情绪体验将伴随自我意识减弱,进而提升被试对建筑废弃物再生产品消费意愿。因此,做如下假设。
H1:敬畏情绪体验将提升被试对建筑废弃物再生产品的购买意愿。
既有研究已经证明建筑废弃物再生产品能够降低环境污染,提高经济效益,有助于可持续发展和环境保护[25-26],因此属于绿色产品。由此,本文的第一个子假设:
H1-1:建筑废弃物再生产品符合被试对绿色产品的认知,体现为建筑废弃物属性检验量表得分高于中立评分。
情绪的测量通常使用情绪量表直观反映情绪的激活程度。本文中结合心理学测量与神经科学实验测量,以自然视频作为情绪诱发实验素材,探究敬畏情绪的激活过程与作用机制。敬畏情绪被认为是一种复杂的情绪体验,它包含敬畏、惊奇[26],甚至恐惧等元素[27]。神经科学研究表明,敬畏情绪会引发大脑默认网络的“去激活”,尤其是额极和背外侧前额叶皮层等区域[28]。“去激活”是指特定脑区的活动水平相对于基线或对照条件有所下降或减弱。脑默认网络是在静息状态下活跃的脑区网络,主要涉及自我意识和内省等高级认知过程[29]。因此,这种“去激活”现象可能与自我意识的减弱相关。基于上述结论,提出以下第二、三个子假设:
H1-2:自然视频能有效诱发敬畏情绪,相比于对照组,敬畏组情绪量表中敬畏项得分显著更高。
H1-3:在敬畏情绪诱发下,相比于对照组,与自我加工相关的大脑默认网络区域将出现“激活”去现象。
大量研究表明,敬畏情绪能够降低个体对自我认知的专注[30]。这种情感体验使人更乐于投入时间帮助他人,表现出更高的亲社会行为。此外,研究发现敬畏情绪能够增加消费者对绿色产品的购买意愿[19],这可能是因为敬畏情绪增强了个体对环保意识。因此,本文提出子假设四:
H1-4:在敬畏情绪影响下,被试对建筑废弃物再生产品的购买意愿将显著高于对照组。
2 研究方法
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2.1 研究对象
在校大学生属于消费者神经科学实验中常见被试类型[31]。因此,本实验共选取32名在校大学生参与实验,其中男生15名,女生17名,所有被试年龄在18~27岁,平均年龄(22.34±1.31)岁。所有被试均为右利手,裸眼或矫正视力正常,参与实验前未服用神经类药物,无神经或精神病史。实验经过深圳大学医学部医学伦理委员会审批。实验开始前所有被试均签署了《被试知情同意书》,在实验过程中所有被试均未出现不良反应。
2.2 实验设备
fNIRS设备采用荷兰Artinis公司的Brite 24,采样频率10 Hz,通过蓝牙无线传输数据。经过改良的比尔兰伯特定律将采集的光强信号转化为近红外信号,再通过Oxysoft软件转化为血红蛋白浓度指标。设备包含两组共18个光极,每组包含5个近红外发射光极和4个接收光极,每一对光极(发射光极和吸收光极称为一对)之间距离为3 cm,放置在大脑前额叶区域,形成18个近红外通道,如图1所示。
由于fNIRS的覆盖范围有限,空间排布未遵循国际10-20系统。光极的位置是通过3D定位器Polhemus Patriot探测头部与光极之间的相对位置得到。经过手动确定5个颅骨点,包括鼻根(Nz)、枕骨隆凸尖(Iz)、左耳前点(LPA)、右耳前点(RPA)、顶点(Vz),从而对每个探针的位置进行定位校准。结合概率配准法,获得布鲁德曼分区,分区信息如表1所示。在实验开始前调整每个光极和被试头皮之间的接触,保证连接正常。
2.3 实验材料
(1)实验背景介绍。为让被试更好地了解实验背景和内容,在正式实验前被试需要阅读一段建筑废弃物再生产品相关的背景资料,共4个要点:①建筑废弃物的定义:建筑废弃物是指在建筑物的建造、拆除或改造过程中产生的废弃物料,包括混凝土块、砖块、木材等。② 资源化利用:尽管建筑废弃物的处理目前多采用填埋或倾倒方式,但随着技术的进步,越来越多的建筑废弃物被转化为再生产品。这种资源化利用方式旨在减少对环境的影响,并提高材料的使用效率。③ 再生产品的特性:建筑废弃物再生产品通过特殊工艺流程制成,其质量、性能与传统天然材料产品相当,甚至在某些方面表现更好。这些产品均符合国家相关规范和安全标准。④ 环境效益:使用建筑废弃物再生产品有助于减少对自然资源的开采,降低能源消耗和温室气体排放,是推动可持续发展的重要途径。
(2)建筑废弃物属性检验量表。为探究建筑废弃物再生产品是否属于被试对于绿色产品的认知,在被试观看完背景材料后,询问“建筑废弃物再生产品是绿色产品”,并通过7点评分进行判断(1分代表非常不同意,7分代表非常同意)。
(3)敬畏情绪诱发材料。敬畏情绪可通过观察广袤的大地、高耸的山峰或者强烈的龙卷风等自然环境或者气候现象所诱发。为更有效地诱发敬畏情绪,根据文献[32],选择一段描述龙卷风的视频,节选自纪录片《地球风暴》。控制组选择了一段列车运行的视频,视频长度均为3 min左右。
(4)敬畏情绪测量方法。本文采用了多维度情绪评估方法。具体而言,要求被试针对在观看视频过程中所体验到的7种基本情绪“生气、厌恶、敬畏、惊奇、喜悦、恐惧和悲伤”进行7点评分(1分代表没有体会,7分代表非常强烈)。
(5)购买意愿测量。本文通过询问被试作出相应购买行为的可能性对建筑废弃物再生产品的购买意愿进行测量,列举了4项建筑废弃物再生产品购买使用情况,采用7点评分(1分代表非常不同意,7分代表非常同意)。本次实验素材的建筑废弃物再生产品主要分为再生建材和再生生活用品两大类,如图2所示。
2.4 实验流程
为确保fNIRS信号的准确性并减少外部干扰,实验在隔音效果良好的人因实验室内进行,实验室具有干扰信号屏蔽功能。实验开始前引导被试落座并调整合适坐姿,双臂自然摆放在键盘上,并由主试将遮光帽戴上被试头部,调试至合适位置。被试在实验前需静坐1~3 min进行充分休息,保证实验时各项数据记录准确。在此期间,被试需阅读知情协议,以确保被试是在了解实验基本目的情况下自愿参与实验。被试签署知情协议后,填写人口学信息(年龄、性别等)。
实验前,被试需阅读实验背景资料,并回答其中提出的两个问题,以此验证其背景资料的理解程度。只有当两个问题均回答正确时,方可继续下一实验环节;若任一题回答错误,则需重新观看背景资料并再次答题。
采用被试内设计,旨在控制个体差异对结果的影响,减少实验的随机性。购买意愿实验分为两个组别,每个实验组包括观看视频、量表和问卷填写两部分内容。所有被试首先参与对照组实验,观看一段3 min的对照视频,旨在建立情绪基准状态。对照视频结束后,立即填写情绪量表和购买意愿问卷。随后进行3~5 min的休息,以减少对照组实验的潜在影响。休息结束后,被试进行敬畏组实验,与对照组实验流程相同,观看自然视频后,再次填写情绪量表和购买意愿问卷,以评估自然视频内容对敬畏情绪的激活效果及对购买意愿的影响。购买意愿实验流程如图3所示。
3 数据结果分析
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3.1 问卷数据分析
3.1.1 建筑废弃物再生产品属性检验
针对“建筑废弃物再生产品属于绿色产品”题项,所有被试评分均高于4分(包含4分),分析结果为M=6.406,SD=0.945,因此建筑废弃物再生产品符合被试对绿色产品的认知。
3.1.2 情绪操纵检验
为验证情绪诱发的有效性,本文对敬畏组和对照组的被试进行了7种基本情绪测量。采用情绪评估量表,各组描述性统计如表2所示。运用配对样本t检验来比较每种情绪在两组之间的得分。配对样本t检验适用于比较同一被试在不同条件下的变化,可以准确评估情绪诱发的效果。统计分析结果表明,在敬畏情绪的得分上,两组的敬畏情绪存在显著差异(t=-13.696,P<0.001),敬畏组(M±SD=6.594±0.756)显著高于对照组(M±SD=2.719±1.224),证实敬畏情绪得到有效诱发。
此外,两组的惊奇情绪得分也存在显著差异(t=-9.025,P<0.001),敬畏组的惊奇情绪得分显著高于对照组。鉴于此,后续统计分析中对惊奇情绪的影响进行了控制。
3.1.3 敬畏情绪对购买意愿的影响
将惊奇情绪作为协变量,对两组被试的购买意愿进行了协方差分析,如表3所示。整体而言,在购买建筑废弃物再生产品上,敬畏和对照组之间不存在显著差异[F(1,62)=2.883,P=0.095)]。然而,将建筑废弃物再生产品分为再生生活用品和再生建材两类进行分析,发现敬畏组(M±SD=5.656±1.035)与对照组(M±SD=4.688±1.203)在再生生活用品购买意愿上存在显著差异[F(1,62)=8.606,P=0.012)],表明敬畏情绪显著提升了建筑废弃物再生生活用品的购买意愿。相反,对于建筑废弃物再生建材,敬畏组(M±SD=3.656±1.096)与对照组(M±SD=3.219±1.184)之间的购买意愿差异不显著[F(1,62)=0.359,P=0.551)]。这表明敬畏情绪对不同类型再生产品购买意愿的影响存在差异化。
3.2 近红外数据分析
3.2.1 数据处理
在进行统计分析之前,对近红外数据进行了预处理。首先使用Oxysoft软件将原始的光强度变化数据转换为血红蛋白浓度变化值。随后,利用Matlab中的NIRS_SPM插件将血红蛋白浓度变化值转化为NIRS_SPM插件对应格式。为去除由于生理活动(如呼吸、心跳和头部运动)引起的噪声和数据漂移,应用了Wavelet-MDL算法进行数据去噪。此外,使用血流动力学响应函数(hemodynamic response function,HRF)来过滤较高频率的电磁干扰和生理活动噪声。根据各视频出现的时间节点以及时长,截取视频出现时段的数据进行分析。最终,采用一般线性模型(general linear model,GLM)对活动脑区域的变化进行参数估计,得到的β值反映了不同条件下设计矩阵列的权重。
经过上述处理过后,可以得到每个被试在进行观看对照视频和自然视频时18个通道的β值,β值越大,则表示激活程度越显著。此外,为避免多重检验中出现较高的假阳性率,在计算完各通道的显著性后,使用错误发现率(false discovery rate,FDR)校正显著性。
3.2.2 近红外数据统计分析
对个体在静息状态和不同视频观看任务条件下的β值进行了配对样本t检验,以评估脑区激活变化,再将自然视频和对照视频的β值进行配对样本t检验,探究自然视频和对照视频的差别,如表4所示。
在观看自然视频时,额下回(通道4),包括背外侧前额叶(通道8、13、14、15)以及布洛卡三角区(通道16)在内的多个脑区出现了显著的“去激活”现象。特别是通道4、8、14和15,在自然视频和对照视频条件下的β值存在显著差异,这表明敬畏情绪可能有效地抑制了这些脑区的活动,如图4所示。
4 数据结果讨论
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4.1 问卷数据讨论
采用配对样本t检验分析了问卷数据,旨在探究敬畏情绪对建筑废弃物再生产品购买意愿的影响。问卷调查结果显示,被试普遍将建筑废弃物再生产品视为绿色产品,假设H1-1成立。此外,敬畏条件下的被试在敬畏情绪量表上的得分显著高于对照组,证实了敬畏情绪的有效激活,从而验证了假设H1-2。
此外,既有研究中忽略了惊奇情绪与敬畏情绪在影响亲环境行为中的作用[30]。而本文分析发现,敬畏组的惊奇情绪得分显著高于对照组,因此本文将惊奇情绪作为协变量加以控制。两组被试购买意愿的协方差分析结果显示,敬畏组对建筑废弃物再生生活用品的购买意愿显著高于对照组,而对再生建材的购买意愿与对照组差异不显著。这一发现部分验证了假设H1-4。这表明敬畏情绪对不同类型再生产品购买意愿的影响存在差异化。情感即信息理论指出[33],个体只有在认为情感反应与决策任务相关时,才会将其作为判断和决策的依据。相比再生建材,再生生活用品与消费者的日常生活和个人价值观念联系更加紧密,因此敬畏情绪更容易在再生生活用品的购买决策中发挥作用。而对于再生建材,消费者面临更大的感知不确定性,导致情绪反应与认知目标的关联性降低,从而削弱了敬畏情绪对购买意愿的影响。
4.2 近红外数据讨论
本文中特别关注了脑默认网络的两个重要部分:额下回和背外侧前额叶。fNIRS结果显示,与对照组相比,敬畏组额下回和背外侧前额叶区域活动水平出现了显著的“去激活”。这一发现表明,在敬畏情绪影响下,与自我意识相关的大脑默认网络区域活动受到了抑制。杨尹茵子[28]发现,观看自然视频时,前额和背外侧前额叶区域显著“去激活”,并解释为敬畏情绪抑制了自我相关的加工过程。类似地,Van Elk等[34]观察到,在观看自然视频时,脑默认网络的激活程度弱于对照组。本文中额下回和背外侧前额叶的“去激活”现象进一步支持了这一观点,即在敬畏情绪诱发过程中,与自我意识相关的认知加工过程受到抑制,这表明自我关注的减少可能是敬畏情绪的一个特征,从而支持了本文中假设H1-3。
5 结论
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本研究通过虚拟购买实验,结合情绪评估量表、购买意愿评分和功能性近红外光谱技术,探讨了敬畏情绪对消费者购买建筑废弃物再生产品意愿的影响机制。研究发现主要包括三个方面:
(1)消费者普遍将建筑废弃物再生产品视为绿色产品,且自然视频能有效诱发敬畏情绪。这一发现为后续研究提供了基础,确认了研究方法的有效性。
(2)敬畏情绪的诱发伴随着额下回和背外侧前额叶等与自我意识相关的大脑默认网络区域出现“去激活”现象。这一神经科学发现为理解敬畏情绪对消费决策的影响提供了生理学基础。
(3)敬畏情绪对不同类型的建筑废弃物再生产品存在不同影响:它显著提高了消费者对再生生活用品的购买意愿,但对再生建材的影响不显著。
这些发现不仅拓展了敬畏情绪在消费决策中的应用范围,还为建筑废弃物再生产品的营销策略提供了新的思路。特别是,敬畏情绪对不同类型再生产品影响的差异,为制定差异化营销策略提供了重要依据。基于这些发现,本研究对建筑废弃物再生产品的营销实践提出以下建议。
(1)对于再生生活用品,企业可在营销活动中利用敬畏情绪诉求,如使用自然环境的视频广告,以提高消费者的购买意愿。
(2)对于再生建材,需要加强消费者情绪体验和认知目标的关联性,如提供详细的产品信息,强调其环保属性和长期效益,从而增强敬畏情绪在购买决策中的影响力。
然而,本研究仍存在一些局限性。首先,研究对象范围仅限于在校大学生,这可能影响结果的普适性。未来研究应当扩大样本范围,特别是针对再生建材的主要消费群体——企业主体和行业人士,以获得更具代表性的数据。其次,本研究仅探讨了单一类型的敬畏情绪,而敬畏情绪实际上包含多个维度。因此,未来研究需要进一步探究不同类型敬畏情绪(如自然敬畏和社会敬畏)对建筑废弃物再生产品购买意愿的影响,以及这些不同类型敬畏情绪之间可能存在的相互作用。进一步的深入研究将有助于全面了解敬畏情绪在建筑废弃物再生产品消费决策中的作用机制,为理论发展和实践应用提供更加丰富和深入的洞察。
基金
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  • 国家自然科学基金(71974132)
  • 深圳市科技计划资助高等院校稳定支持计划重点项目(20220810160221001)
文献
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文章信息
doi: 10.12404/j.issn.1671-1815.2403470
  • 接收时间：2024-05-11
  • 首发时间：2025-07-09
  • 出版时间：2025-04-18
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  • 收稿日期：2024-05-11
  • 修回日期：2024-08-01
基金
国家自然科学基金(71974132)
深圳市科技计划资助高等院校稳定支持计划重点项目(20220810160221001)
作者信息
    1 滨海城市韧性基础设施教育部重点实验室(深圳大学), 深圳 518060
    2 深圳大学中澳BIM与智慧建造研究中心, 深圳 518060
    3 深圳市地铁地下车站绿色高效智能建造重点实验室, 深圳 518060
    4 深圳市第二人民医院/深圳大学第一附属医院, 深圳 518035

通讯作者:

* 熊朝阳(1996—),男,汉族,江西鹰潭人,博士研究生。研究方向:神经工程管理,建筑废弃物可持续管理。E-mail:。
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鹅膏菌科Amanitaceae 2 11 5.26 鹅膏菌属 Amanita 10 4.78
小菇科 Mycenaceae 2 12 5.74 丝盖伞属 Inocybe 5 2.39
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红菇科 Russulaceae 3 23 11.00 小皮伞属 Marasmius 6 2.87
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