古树名木保护资金众筹是数字化时代公众参与古树名木保护的重要形式,拓宽了古树名木保护资金来源渠道,可有效缓解和弥补政府资金不足,对古树名木抢救保护具有重要的意义。聚焦影响众筹效果的公众参与意愿与行为悖离这一问题,以拓展的计划行为理论为基础,构建公众参与古树名木保护资金众筹意愿与行为悖离的理论研究框架,基于北京市884份公众调查数据,采用Logit模型实证检验公众参与意愿与行为悖离的影响因素,并运用ISM模型揭示各影响因素深层次的逻辑关系。结果表明:1)北京市古树名木保护众筹中的公众参与意愿与行为表现出较高的悖离程度,公众参与意愿与行为发生悖离的概率为57.58%;2)公众参与意愿向行为的转化受认知水平、行为态度、主观规范、个人规范和绿色生活方式的影响,知觉行为控制对其影响并不显著,年龄、受教育程度、职业相关性和居住地附近是否有古树名木对公众参与意愿与行为的悖离具有显著影响;3)政府激励政策和资金使用监管在降低公众参与意愿与行为的悖离中发挥了显著的调节作用;年龄、受教育程度、职业相关性和居住地附近是否有古树名木是影响意愿与行为悖离的深层因素,认知水平和主观规范是影响意愿与行为悖离的中层因素,行为态度、个人规范和绿色生活方式是意愿与行为悖离的表层因素。

Crowdfunding for the protection of ancient and famous trees is an important form of public participation in the protection of ancient and famous trees in the digital age.It broadens the channels for funding sources for the protection of ancient and famous trees,effectively alleviates and compensates for government funding shortages,and is of great significance for the rescue and protection of ancient and famous trees.Focusing on the issue of the discrepancy between public participation willingness and behavior that affects the effectiveness of crowdfunding,based on the expanded theory of planned behavior,we constructed a theoretical research framework for the discrepancy between public participation willingness and behavior in crowdfunding for the protection of ancient and famous trees.With 884 public survey data in Beijing,the Logit model was used to empirically test the influencing factors of the discrepancy between public participation willingness and behavior,and the ISM model was used to reveal the deep logical relationship between each influencing factor.The results show that:1) There is a high degree of deviation between public participation willingness and behavior in the crowdfunding for the protection of ancient and famous trees in Beijing.The survey shows that the probability of public participation willingness and behavior deviating is 57.58%.2) The transformation of public participation intention into behavior is influenced by cognitive level,behavioral attitude,subjective norms,personal norms,and green lifestyle.Perceived behavioral control has no significant impact on it,while age,education level,occupational relevance,and the presence of ancient and famous trees near the place of residence have a significant impact on the deviation between public participation intention and behavior.3) Government incentive policies and regulation of fund usage have played a significant regulatory role in reducing the discrepancy between public participation willingness and behavior;Age,education level,occupational relevance,and the presence of ancient and famous trees near one's place of residence are the underlying factors that affect the conflict between intention and behavior.Cognitive level and subjective norms are the intermediate factors that affect the conflict between intention and behavior.Behavioral attitude,personal norms,and green lifestyle are the surface factors that affect the deviation between intention and behavior.