掌握并降低消费者对跨境电商平台的感知风险,有利于提高消费者对平台的行为意愿.基于感知风险理论,运用调查数据实证分析感知风险对消费者跨境电商平台行为意愿的影响.研究结果显示,消费者的商品感知风险、时间感知风险和支付感知风险越低,其在跨境电商平台上的购买意愿就会越高;消费者的配送感知风险越低,其对跨境电商平台的推荐意愿就会越高;性别、年龄、学历三个变量在感知风险影响消费者行为意愿的过程中起到不同程度的调节作用.因此,跨境电商平台要强化平台所售商品的质量保证,注重简化平台商品的交易流程以减少消费者在平台上购物所需的时间,着力加强平台支付流程和支付信息的安全保障,努力提高平台商品的配送服务水平,并根据平台消费者的个体特征提供差异化的商品或服务.

In the era of digital economy, it is necessary to promote the wide application of emerging digital technologies in the field of consumption, which is not only a trend of green consumption development, but also the self-demand of green consumption development. The research finds that the digital economy still faces some problems in driving the development of green consumption, such as the limited coverage of green consumption due to the limited digital consumption capacity of some consumers; The green consumption footprint of consumers is easy to be accurately mastered by platforms or businesses; Consumers’ initiative in green consumption is limited to a certain extent; And there are security risks in green consumption information. Therefore, first of all, the application training of digital consumption tools can be timely carried out to expand the audience of digital green consumption; Secondly, improve the legal system of digital consumption in time to ensure the safety of digital green consumption information; Thirdly, it is necessary to publicize and educate the concept of digital consumption to improve the initiative of digital green consumption; Finally, we should strengthen the construction of digital consumption infrastructure and the training of digital economy professionals, and consolidate the software and hardware foundation of digital green consumption.

调动公众参与大气污染治理工作是改善空气质量的重要抓手.通过开展问卷调查,在客观描述公众参与大气污染治理现状的基础上,运用二元Logistic模型实证分析公众参与大气污染治理的意愿情况.研究结果显示:公众参与大气污染治理的意愿较高,但实际参与大气污染治理工作并不普遍;虽然公众认为应由政府和污染企业承担治理的主要责任,但多数公众愿意为大气污染治理平均每月出资1～30元;公众参与治理的意愿受到空气质量满意度、关注度及改善需求等变量的正向影响,却受到年龄变量的反向影响,因此,为提高公众参与治理的意愿,应加快创造条件、营造环境,为公众参与治理提供保障,强化公众对空气质量的关注度,激发公众对改善空气质量的需求.最后,要着力构建多渠道、多层面的大气污染治理信息交流模式,健全公众参与大气污染治理工作机制.

鼓励低碳出行是减少碳排放、构建低碳城市和推动生态文明建设的必然要求.通过建立多元线性回归模型,运用470位城市居民的问卷调查数据实证分析了城市居民低碳出行意愿的影响问题.研究发现:较低水平的价值观念对低碳出行意愿产生负向影响;较强的从众心理对低碳出行意愿产生正向影响;低碳出行越便利,城市居民低碳出行意愿就越高;高年龄城市居民选择低碳出行的意愿更强;而收入水平越高的城市居民,其低碳出行意愿反而越低.因此,应不断强化低碳出行价值观念,提高低碳出行便利程度,努力营造众人低碳出行的社会氛围,关注低年龄城市居民的低碳出行选择,并引导高收入居民更多地选择低碳出行方式.

通过368份调查数据,在分析城市居民低碳消费意愿与行为现状的基础上,运用二元Logistic回归方法对城市居民低碳消费进行实证分析.结果表明:低碳消费行为与低碳消费意愿两者之间存在较大的缺口;低碳消费意愿受从众心理和生态价值感知的正向影响,却受到年龄的反向影响;低碳消费行为受从众心理的正向影响,却受到年龄和月均收入的反向影响.因此,应着力对低碳消费意愿与行为之间的缺口进行修复;适时打造低碳消费示范区、示范人群,充分发挥低碳消费示范性的辐射作用;加强宣传低碳消费对生态环境的改善作用;着力改变年龄较大城市居民对低碳消费的认知与需求;努力生产更多的低碳型产品,以满足城市居民的购买需求.

基于福建省福州市470份城市居民的调查数据,实证分析了低碳政策对城市居民节能行为的影响.研究结果表明:一系列低碳政策不仅会直接影响城市居民的节能行为,而且还会因为受到部分控制变量的调节作用,使得影响力度有所下降;价值观、从众心理、年龄、月均收入、行为便利性等5个控制变量会与一系列低碳政策共同对城市居民节能行为产生影响.因此,可适时对一系列低碳政策进行调整与完善,增强低碳政策对城市居民节能行为的引导与调控作用;认知并调节对低碳政策实施产生影响的各种因素;营造更加有利于实施节能行为的社会环境;同时,对不同城市居民节能行为意愿的引导要有所差异.

依据福州市498份调查问卷的数据,运用多元线性回归模型对低碳政策的满意度进行测评.调查显示,城市居民对低碳政策的总体满意度处于较低水平.模型结果表明,“月均收入”、“价值观”、“宣传教育”、“舆论压力”及“操控能力”5个变量对低碳政策总体满意度产生影响:“舆论压力”、“生态价值感知”2个变量对强制型低碳政策满意度产生影响;“操控能力”变量对激励型低碳政策满意度产生影响;“关注度”、“舆论压力”、“认知能力”、“选择能力”及“操控能力”5个变量对社会型低碳政策满意度产生影响.

Studying urban residents' willingness for consumption provides certain practical guidance for carbon emission reduction. This study proceeded with 19 explanatory variables in 5 aspects, namely, value external environment, internal factor and individual characteristics. A field survey was conducted on urban residents living in 5 districts and University Town in Fuzhou, followed by the application of Logistic model and empirical analysis of urban residents ' willingness for consumption and its influencing factors. The finding reveals that 64.7% of urban residents are proponents of consumption; the descriptive statistics show most urban residents have average value on consumption and are moderately influenced by the policy and external environment as well as internal factors to some extent; the logistic model result indicates that 8 explanatory variables,e.g. perception on own value, cost saving value perception, policy, low-carbon product price,consumption concept,cognitive ability,gender and age,have significant effects on urban residents' willingness for low carbon consumption. Therefore, the willingness for consumption should be encouragingly turned into real consumption behavior by creating positive conditions; measures such as fiscal subsidy, tax incentive and other ways may be taken to bring down the prices of a series of products; meanwhile, there should be universal popularization and education campaigns and activities on consumption concept regardless of age and gender, and the mandatory policy should be implemented to guide and control urban residents' willingness for consumption in a right way.

To understand undergraduates′ willingness of independent study and the influential factors,this pa-per first builds an analytical framework with human demography,university - related factor,social factor and varia-bles of personal factor. Then,students from Fujian Jiangxia University are randomly chosen to conduct the ques-tionnaire. The data is calculated and analyzed by descriptive statistics analysis and the multiple linear regression method. The result shows that undergraduates′ willingness of independent study is above the average with some differences related to learning subjects. Moreover,their spare time is not efficiently used and most students lack of clear learning objectives. Among all the factors,the following," monthly study cost" ," major" ,"behavioral atti-tude" ," behavioral objective" ," weekly time of self - study" ," satisfaction with current major" ," part - time job" ,etc. influence the students greatly.

Through field survey on Zhangpu County,Fujian Province,this paper first describes and analyzes farmers’gen-eral behavioral difference in adoption of Taiwan agricultural technology,and then highlights the investigation on farmers’a-doption behavior of Taiwan agricultural technology and influential factors with logistic regression model.Findings show that among investigated samples,68.6% farmers have actually adopted Taiwan agricultural technology,with a relatively high a-doption rate;farmers’adoption of Taiwan agricultural technology has been visibly impacted by 8 variables,including gen-der,agricultural economic cooperation organization,household labor,annual household income,risk knowledge,subsidy winning information,loan obtaining difficulty,development of technical training,etc.,while not obviously impacted by 18 variables such as age and occupation.Therefore,it is necessary to enhance farmers’willingness of adoption by innovating agricultural technology service mode,developing agricultural economic cooperation organization,establishing scientific and reasonable publicity approach,implementing agricultural subsidy policy,formulating reasonable financial support policy, and strengthening production demonstration base.

基于漳浦县328份调查数据,从农业技术补贴、农业金融支持、农业技术服务和农业技术推广方式等方面选取14个变量分析了农业技术制度及农户认知对农户技术采用行为的影响,结果表明:68.6％的农户采用了台湾农业技术;农户对农业技术补贴政策的知晓度普遍不高,农户对自己获取贷款能力的评估显得较为消极,农户对农业技术服务的总体满意度一般,农户对政府的技术服务以及从亲友邻居处获取的农业技术信息较为信赖;获得过技术补贴、技术采用与技术补贴的关联度、对技术服务的效果感知、存在生产示范基地4个解释变量对农户的台湾农业技术采用行为产生了显著的影响.

由城市居民消费产生的碳排放量问题日益突出,并对空气质量及生态环境构成一定的威胁.本文通过对福州市城区的实地问卷调查,运用描述统计、单因素方差模型和多元线性回归模型实证分析了城市居民的低碳消费行为问题.研究结果显示:当前城市居民实施低碳消费的行为倾向处于中等略偏上的水平,反映出调控城市居民低碳消费行为的重要性;人口统计学变量对于城市居民低碳消费行为的影响并无显著差异,反映出低碳消费并没有“专属区”,具有明显的社会共性特征;而“价值观”、“关注度”、“行政性政策”、“操作能力”、“社会规范”5个变量对城市居民低碳消费行为产生了显著的正向影响作用,反映出心理因素、法规政策及外部因素等会对低碳消费行为产生影响作用.因此,建议开展全员式的低碳消费理念普及与教育活动,引导城市居民正确认知低碳消费行为对自身、经济发展及生态环境产生的价值,提高城市居民实施低碳消费行为的操作能力,并适时出台促进实施低碳消费行为的相关法规政策,从而努力减少由城市居民消费所产生的碳排放量以推动可持续发展.

The effectiveness of agricultural technology promotion and application not only depends on the advancement of agricultural technology,but also relies on cognitive and behavioral response of the end user of agricultural technology. On the assumption that farmers make behavioral decisions based on the expected profit maximization of agricultural technology,this paper analyzes the formation principle of expected profit maximization and interaction mechanism with farmer' s adoption decision-making of agricultural technology,and explores the differentiated path of farmer's behavioral decision-making of agricultural technology. In addition,this paper also looks in depth at behavioral response mechanism of farmers on agricultural technology from the perspectives of risk preference,individual characteristic factors and agricultural technology system and creates an analysis framework of farmer's adoption behavior of agricultural technology. Accordingly,this paper not only can help master the behavioral decision-making mechanism of farmers on agricultural technology,but also provides positive theoretical reference for finding out basic rules of agricultural technology promotion and application and for improving the effectiveness of agricultural technology promotion and diffusion.

A research into the interactive relationship between farmer characteristics and resource endowment and the adoption of Taiwan agricultural technologies will produce not only positive theoretical significance but also practical reference value in understanding farmers'decision over the adoption of Taiwan agricultural technologies .The possible factors affecting farmers'adoption of Taiwan agricultural technologies were defined in this paper , and then were further subdivided into 16 explanatory variables.Then corresponding research hypotheses were raised regarding the relationship between these 16 explanatory variables and explained variables on the farmers'adoption behavior of Taiwan agricultural technologies;next, according to the data collected from 328 field survey samples, logistic regression model was adopted to carry out a statistic analysis.The results showed that there were seven biggest explanatory variables that had significant impacts on explaining farmers'adoption of Taiwan agricultural technologies , namely gender of the farmer, educational level, participation of agricultural cooperative organization or lack thereof , position in the family, family labor, average annual household income, and the percentage of agricultural income on the total income .

The authors analysed the agricultural cooperation between Fujian province and Taiwan in detail,such as the necessity,possibility and at present the main areas of cooperation,and also explored the situation of agricultural technology cooperation both sides of Taiwang-strait,including the main fields of cooperation and the impaction to agricultural development of Fujian province and Taiwan by the agriculture technological cooperation.Finally,The paper pointed out the main issues to Fujian province and Taiwan in agricultural technical cooperation,which in order to provide the reference on improving the level of cooperation on agriculture and agricultural technology to Fujian province and Taiwan.

Comprehensive and profound cross-straits exchanges result in brand-new development opportunity for Taiwan and Chinese Mainland in the field of agriculture. As one of the basic adopters of Taiwan agricultural technology,farmers play a key role in promoting and applying Taiwan agricultural technology in Chinese Mainland. Discussion on internal driving force of adopting Taiwan agricultural technology by farmers and investigation about their decision thinking and its influencing factors were beneficial for improving motivation in applying Taiwan agricultural technology, increasing economic benefits in agricultural production and promoting level of cooperation in agricultural technology across the Taiwan Strait, rendering important theoretical significance and practical reference value.

The analysis has important theoretical significance in guiding farmers on agricultural technology adoption behavior from a psychological point of view.The authors made a systematic analysis of the psychological process of farmer to the adoption of agricultural technology by using the basic principles of psychology,then explain the behavioral tendencies of farmers to the adoption of agricultural technology,and explore the psychological effects of farmers in using the agricultural technology.So as to make a depth understanding of the intrinsic relationship between agricultural technology decision-making behavior of farmers and their psychological factors,promote the generalization and use of agricultural technology,and improve the farmers' agricultural technology adoption rates.

By establishing the evaluation index system of the fluctuation of commodity price,the research selects the regional retail price index in 2010 as an indicator of data.By using the method of factor analysis to analyze the original index data of the fluctuation of commodity price,four common factors are obtained that affect the fluctuation of commodity price: the first factor can be described as household goods factor;the second factor can be called the textile and building factor;the third factor may be called the daily and medical care factor;the fourth factor may be called food and reading factors.Then,each common factor is given a name with some explanation.The research also calculates the score for each factor score and the composite factor in all region and sorts the composite scores.The sorting result shows that the highest changing level area of commodity prices is Hainan,and Beijing is the lowest changing level area of commodity prices.

通过构建居民消费价格变动水平的评价内容及评价指标体系,运用因子分析法对2001-2009年度的居民消费价格变动水平进行因子分析可行性检验、因子提取,共提取了3个公共因子。并对每个因子进行命名,根据因子得分函数计算出每个因子得分和9个年度的因子综合得分,按照综合得分的高低进行排序。根据排序结果对2001-2009年度的居民消费价格变动水平采用聚类分析法划分成三个类别,并简要分析了每个类别的特征。

Through interview and reviewing relevant literature,the factors affecting the choice of agricultural products and the factors for the evaluation on agricultural products satisfaction are analyzed and a linear regression model for affecting choice behavior of agricultural products and for affecting overall satisfaction degree of agricultural products is constructed through statistical analysis.The results show that the brand,package,post service,sale environment and production seasons and so on of agricultural products have significant impact on the choice of agricultural products by consumers,the evaluation factors affecting market satisfaction of agricultural products mainly consist of selling price,diversification of the products,fresh state,convenience,purchase environment,safety guarantee and so on.