空气质量对公众感知风险与应对意愿的影响研究

本文通过收集北京、上海、广州、成都、长沙五个城市每日空气质量数据与百度相关关键词的每日搜索数据，采用结构方程模型的分析方法，研究探讨空气质量的优劣对公众搜索行为的影响.结果显示，空气质量指标下降导致公众感知风险、应对意愿、环境与健康意识三方面相关搜索量的显著增加.另外，还比较五个城市空气质量与搜索行为之间的关系以及搜索行为构成方面的差异，其中北京和上海空气质量与搜索行为之间的关系最强，表明两地民众的感知风险和应对意识最强，而成都、长沙以及广州在这些方面的意识较弱.网络搜索信息为政府部门洞察民众对空气质量的各种反应提供了新的渠道.

Based on a structural equation model, this paper investigates the impact of air quality on internet search behavior by combining daily actual air quality information with Baidu research data of the five cities of Beijing, Shanghai, Guangzhou, Chengdu, and Changsha. The results show that when air pollution becomes more severe, internet research will be increasing regarding public perceived risk, coping intension, and environmental and health consciousness. In addition, we also compare the relationship between air quality and internet research behavior as well as the composition of internet research contents in these five cities. The relationship between air quality and internet research for Beijing and Shanghai is much stronger than that of the other cities, implying that in Beijing and Shanghai the citizens have stronger perception of risk and coping intension than other cities. Internet research data also provides a new channel for the government to learn public reactions on air pollution.