承諾誘導理論をもちいた環境配慮行動促進のためのオンラインコミュニティの活性化手法

Abstract

Various efforts have been attempted to activate online community activities. In the case of activating online community with similar interests or hobbies, it requires not only activat- ing the communication but promoting the subject. In this study, the authors propose the activating methods of the online community with the theme of pro-environmental behavior (PEB), using the compliance-gaining strategies which based on six principles of social psychology. They are reciproca- tion, commitment and consistency, social proof, liking, scarcity, and response expectation. In order to examine this method, a case study was conducted where the method was introduced to an inactive online community with 10 participants. As the result, it was found that the messages posted to the community maintained and their PEBs were signi cantly improved.