Study On Factors Influencing The Willingness Of Sponge City To Pay Based On CVM

As a new type of urban construction mode,sponge city,as the management and utilization of urban rain flood and control of runoff pollution,has been rapidly developed in China.But in the meantime,sponge city,as a public object,cannot be traded in exchange for its value.Therefore,studying the payment intention and influencing factors of sponge city is beneficial to the construction and promotion of sponge city.Based on the latest research results at home and abroad,this paper takes the construction of sponge city in Fengxi new city of Xixian new district as an example,selecte the residents in Xixian new district as the object of data collection,attitude on the construction of the city of sponge pay attitude,subjective norm,perceived behavior control and ethics as the factors that influence the residents’ willingness to pay and 18 research hypotheses are put forward.The economic value of sponge city construction is assessed by the conditional value evaluation method.At the same time,Establish a research framework,using the theory of planned behavior by using structural equation model from the perspective of social psychology to research the sponge construction of city problems,discuss the influence and influence of residents on the will of sponge city.The main conclusions of this study are as follows: In the next five years,the residents of Fenxi new town will pay an average of 20.49 yuan per month for the construction of sponge cities.From the Angle of demography variables to zero willingness to pay and the variance analysis of the inhabitants of non-zero willingness to pay,the inhabitants of different willingness to pay of the differences of gender,occupation and family income,and different age and level of education of the residents’ willingness to pay is not obvious difference.The analysis results of the sample data are shown by the structural equation model,the willingness to pay and subjective norm has significant positive influence to the willingness to pay,and attitude and perceived behavior control on construction of city sponge and ethics does not significantly affect willingness to pay.This paper studies the interrelationship between the adjusted planned behavior theory variables,finding that the construction attitude of sponge city,the payment attitude of sponge city,the subjective norm,the perception behavior control and the moral norm have significant influence relation between the five variables.The current situation perception,risk perception and risk emotion of residents have no significant effect on payment intention.On this basis,in order to provide the basis for sponge policy of city construction,promote urban construction sponge.