消费者购买再生产品的决策分析
Syed Abdul Rehman Khan1, Muhammad Tabish2, Zhang Yu3
1School of Engineering and Management, Xuzhou University of Technology, Xuzhou, Jiangsu, China.
概括
由于社会和财务因素以及退货政策,消费者在购买翻新产品时认为风险更高. 这种感知风险会影响他们的购买意图,强调解决这些问题对于促进可持续消费的重要性.
科学领域:
- 环境科学 环境科学
- 消费者行为 消费者行为
- 营销 营销 营销 营销 营销 营销
背景情况:
- 推广再生产品有助于环境可持续性和减少废物.
- 消费者对风险的看法是购买翻新货物的关键障碍.
- 关于影响在线购买装修物品的因素的研究有限.
研究的目的:
- 调查社会风险,财务风险,在线零售道和退货政策对消费者对再生产品感知的风险的影响.
- 确定感知风险如何调解这些因素与在线购买意图之间的关系.
- 为企业提供洞察力,以鼓励改造产品的采用和支持循环经济.
主要方法:
- 使用感知风险框架理论.
- 采用部分最小平方结构方程建模 (PLS-SEM) 来测试假设.
- 分析了消费者对重新装修产品购买的看法.
主要成果:
- 社会风险,金融风险和退货政策显著增加了与翻新产品相关的感知风险.
- 在线零售道没有显著影响感知风险,可能是由于在道上的一致支持.
- 发现感知到的风险可以调解消费者在线购买翻新产品的意图.
结论:
- 解决社会和金融风险,以及明确的退货政策,对于提高消费者对再生产品的信心至关重要.
- 企业可以利用这些发现来提高可持续发展绩效,并为循环经济做出贡献.
- 进一步的研究可以探索消费者对再生产品日益增长的市场的看法.
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