School of Management, Xi'an University of Architecture and Technology, Xi'an, China.
Laboratory of Neuromanagement in Engineering, Xi'an University of Architecture and Technology, Xi'an, China.
Front Public Health. 2022 Mar 15;10:855671. doi: 10.3389/fpubh.2022.855671. eCollection 2022.
Healthy housing can set its occupants completely in good physical, mental and social conditions, but there is a lack of research in China on the public's willingness to pay (WTP) for healthy housing. From the perspective of cognitive psychology, this study constructs an analytical framework based on the model of "theory of planned behavior" (TPB), the theory of selective information exposure, and the model of "emotions as social information," while exploring the effect mechanism of the online reviews on the public's WTP for healthy housing during COVID-19 pandemic. In combination with eye-tracking experiments and subjective reports, physiological, psychological and behavioral multimodal data on WTP of 65 participants for healthy housing are collected. Partial least squares structural equation modeling (PLS-SEM) is adopted to analyze the formation effect mechanism of the public's WTP for healthy housing. This study acquires the following results: (i) Information attentiveness to online reviews on different valence information of healthy housing as obtained in eye tracking experiments delivers significant effect on attitude, subjective norm (SN) and perceived behavioral control (PBC), but has no direct effect on the public's WTP for healthy housing; (ii) Hypotheses from TPB model are verified. attitude, PBC and SN can all make significant effect on WTP for healthy housing, with attitude showcasing the most prominent effect; and (iii) In terms of the mediating effect, information attentiveness can deliver significant indirect effect on WTP through attitude.
健康的住房可以使居住者在身体、心理和社会方面都处于良好的状态，但中国在公众对健康住房的支付意愿（WTP）方面的研究还很缺乏。本研究从认知心理学的角度出发，在“计划行为理论”（TPB）模型、选择性信息暴露理论和“情绪作为社会信息”模型的基础上构建了一个分析框架，同时探索了在 COVID-19 大流行期间，在线评论对公众对健康住房 WTP 的影响机制。本研究结合眼动实验和主观报告，对 65 名参与者对健康住房的 WTP 进行了多模态的生理、心理和行为数据收集，包括多焦点眼动追踪和主观报告。采用偏最小二乘结构方程建模（PLS-SEM）分析了公众对健康住房 WTP 的形成机制。研究结果表明：（i）眼动实验中对健康住房不同效价信息的信息关注度对态度、主观规范（SN）和感知行为控制（PBC）有显著影响，但对公众对健康住房的 WTP 没有直接影响；（ii）验证了 TPB 模型的假设。态度、PBC 和 SN 都对 WTP 有显著影响，态度的影响最大；（iii）在中介效应方面，信息关注度可以通过态度对 WTP 产生显著的间接影响。
