Scholarlink

<p>Continuously increasing the willingness of rural residents to accept clean heating technologies is the key to effectively promoting clean heating. Social networks, as important informal institutions, play a key role in shaping such willingness but remain insufficiently studied. This study constructed a technology acceptance model, based on the TPB and the SOR theory, to examine the effect of social networks on rural residents’ willingness to accept clean heating. Using survey data from 310 residents in the Xixian New Area, Shaanxi Province, the model was tested through structural equation modeling and bootstrap analysis. The main findings are as follows: perceived value plays a mediating role in the effect of social networks on rural residents’ acceptance attitude toward clean heating. The direct effect of social networks accounted for 68.4% of the total effect, whereas the indirect effect through perceived value accounted for 31.6%. The effects of perceived benefits and perceived risks on rural residents’ acceptance attitude toward clean heating accounted for 15.9% and 15.7% of the total effect, respectively. In addition, acceptance attitudes significantly influenced willingness to accept clean heating, and robustness tests using gender-based subsamples confirmed the stability of these findings. On this basis, policymakers should combine social networks with formal government initiatives, encourage village leaders and influential residents to disseminate positive information, and enhance rural residents’ perceived value to foster acceptance of clean heating.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Uncovering the power of rural social networks: an exploration of how perceived value subtly drives rural residents’ willingness to embrace clean heating

  • 期刊论文

  • 发表日期：

    2025年10月29日

查看全文
  • Yifan Qiang,
  • Xi Luo,
  • Yaru Gao,
  • Xiaojun Liu

摘要

Continuously increasing the willingness of rural residents to accept clean heating technologies is the key to effectively promoting clean heating. Social networks, as important informal institutions, play a key role in shaping such willingness but remain insufficiently studied. This study constructed a technology acceptance model, based on the TPB and the SOR theory, to examine the effect of social networks on rural residents’ willingness to accept clean heating. Using survey data from 310 residents in the Xixian New Area, Shaanxi Province, the model was tested through structural equation modeling and bootstrap analysis. The main findings are as follows: perceived value plays a mediating role in the effect of social networks on rural residents’ acceptance attitude toward clean heating. The direct effect of social networks accounted for 68.4% of the total effect, whereas the indirect effect through perceived value accounted for 31.6%. The effects of perceived benefits and perceived risks on rural residents’ acceptance attitude toward clean heating accounted for 15.9% and 15.7% of the total effect, respectively. In addition, acceptance attitudes significantly influenced willingness to accept clean heating, and robustness tests using gender-based subsamples confirmed the stability of these findings. On this basis, policymakers should combine social networks with formal government initiatives, encourage village leaders and influential residents to disseminate positive information, and enhance rural residents’ perceived value to foster acceptance of clean heating.