Study On The Willingness To Continue Use Of Ants Forests And Individual Low-carbon Behavior

At present,the rapid development of human production,living activities and economy leads to excessive consumption of natural resources and deterioration of ecological environment.Human beings are also facing increasingly serious environmental problems,such as global warming,sharp decline in forests,land desertification and so on.To solve these problems,the world is advocating "green economy","low-carbon economy" and "green low-carbon development".Individual green low-carbon behavior is very important to protect the environment,although it is insignificant.In the context of Internet+,it has become a new trend that the public participates in environmental protection through the Internet platform to protect environment.The Ant Forest is a technological product in the context of this large environment,so it is necessary to study the willingness of users to use and to improve the user's stickiness.Therefore,the research in this paper is devoted to solving two problems: one is to study the factors that users continue to use the Ant Forest based on the characteristics of persuasion system and motivation theory.The second is whether long-term use of the Ant Forest has an impact on users' daily life habits.This paper introduces the Ant Forest,and summarizes the research contents of persuasion system,Internet + green,Internet + public welfare.Then based on motivation theory discusses the impact of the design factors of persuasion system(primary task support,perceived credibility,perceived social support),perceived persuasiveness as external motivation,sense of achievement and perceived entertainment as internal motivation on continuance intention and changes in individual low-carbon behavior.With the aid of questionnaires,the paper conducted an empirical analysis of 295 effective samples of Ant Forest users,and then interviewed 14 Ant Forest users through the structured interview,further validating the results of the model and ensuring the correctness and stability of the model.The result of the model shows that the primary task support,perceived credibility and perceived social support in the persuasion system positively influence continuance intention through perceived persuasiveness;sense of achievement and perceived entertainment have a significant mediating role in perceived social support and continuance intention;perceived persuasiveness and continuance intention positively influence the individual behavior changes of the user.In addition,the model further explores the influence of the four control variables of gender,age,education level and frequency of use of the Ant Forest users on the model.The result shows that gender,age,and education level had no significant effect on continuance intention and individual behavior changes.The frequency of use of the Ant Forest had no significant effect on individual behavior changes,but had a significant impact on continuance intention.This is because people who has higher frequency of use in practice are willing to continue to use the Ant Forest,but the high frequency of use the Ant Forest does not necessarily mean that the individual's green life behavior will change.In view of the results of this study,the following theoretical suggestions can be provided for the operation of Ant Forest: First,in system design,designers should pay more attention to how to better integrate the design principles of persuasive system to improve the persuasiveness of the system.Designers can use the usage descriptions,design concept descriptions,event authenticity descriptions,and strong social ideas to highlight product advantages,use clear system design to enhance the user's perceptual persuasiveness,thereby to increase the user's continuance intention and stickiness.Second,designers can establish a reasonable incentive mechanism: such as obvious green identity,reasonable challenge mechanism,regular offline tree planting activities,etc.,to mobilize users' enthusiasm and increase user participation.Third,users of Ant Forest should pay attention to how to change or increase their own green behavior through using Ant Forest,turning themselves into a "greener" person.