基于文本挖掘的碳普惠用户参与动机研究：以蚂蚁森林为例

碳普惠是聚焦于个体的创新碳减排政策，对于从个人层面推进碳中和具有重要意义。然而，在各碳普惠实践项目中，普遍存在参与度较低的现象。以运营模式最为成功的碳普惠项目——蚂蚁森林为例，基于新浪微博文本数据，构建LDA主题模型探究用户的参与动机。结果显示用户关注话题可分为四类，结合目标框架理论提炼出用户参与行为被享乐动机、获益动机以及规范动机驱动，揭示了用户参与行为背后的心理机制，为其他碳普惠项目提供借鉴。

Research on Users’ Motivation to Participate in the CGSP Based on Text Mining:Take Ant Forests as An Example

The Carbon Generalized System of Preferences(CGSP) is an innovative carbon reduction policy which focuses on individuals and is important for promoting carbon neutrality at the individual level. However, most of the CGSP practice projects led by local governments and enterprises have low participation. Therefore, taking Ant Forest, a CGSP project with the most successful operation model, as an example, an LDA topic model was constructed to explore users'' motivation for participation based on Sina Weibo blog data. The results show that the topics of users’ concern can be divided into four categories,and it is further extracted that the users’ participation behavior is driven by hedonic motivation, benefit motivation and normative motivation combined with the goal framework theory.The psychological mechanism behind the user participation behavior is revealed, so as to provide reference for other CGSP projects.