中文摘要：

结合农村居民的消费行为特征,运用创新扩散理论对低碳能源技术在农村推广应用中的口碑效应进行分析,影响因素包括邻居效应、仰城效应、替代效应、收入效应和政策效应。以太阳能热水器为例的实证结果表明,该项技术扩散中的邻居效应、仰城效应、替代效应和收入效应显著,但各自的影响方式、途径和程度与现有的理论假设并不完全一致,同时政策效应的影响也并不显著,据此提出建设性的政策改进意见。

英文摘要：

According to characteristics of rural residents＇ consumption,this paper analyzes the WOM（word of mouth） of low-carbon energy technology of popularization and application in rural areas using innovation diffusion theory,while the influence factors including the neighbor effect,city-admiring effect,substitution effect,income effect and policy effect.In the case of solar water heaters,the empirical results show that neighbor effect,city-admiring effect,substitution effect and income effect have significant effects on the WOM,while the influence of the policy effect is not very remarkable.However,among all the significant factors,the influence pattern,influence way and influence degree are not consistent with the existing theoretical assumptions.Then some reasonable recommendations are put forward accordingly.