Abstract:   During mobile internet era and the age of big data, how to promote the revolution of household energy conservation through tailored information is one of the advanced researches. Based on grounded theory techniques, this study plans to use long-term observation, in-depth interviews, case studies and single-subject design technology to explore the short-run and long-run effects of tailored information on energy conservation psychology and decision-making process. In other words, the mode and mechanism for the influence of tailored information on household energy conservation behavior can be explored. In order to achieve the above objectives, a series of studies which integrates the cross-sectional design and longitudinal design will be implemented. That is, 18 months-long panel experiments consisted of 6 groups will be conducted based on cross-sequential design experimental ideas. In the process of data analysis, the differences among conservation psychology and decision-making of separated stages will be analyzed through analysis of variance (ANOVA), trend curve differences (dynamic differences) of energy conservation and decision-making process among different experimental groups will be tested by hierarchical linear model (HLM). And HLM will also be used to analyze the marginal effects of specific tailored information frame on energy conservation decision-making process. Furthermore, the overall blue print, implementation path and combination strategies of tailored information will be designed and tested accordingly. This study will develop tailored intervention theories on household energy conservation and open the “black box” of how tailored information impacts household energy conservation decision-making process by providing theoretical supports and empirical evidences.

Key words: energy conservation behavior, household energy consumption, tailored information, grounded theory, cross-sequential design