基于感知价值理论的再制造企业产品竞争优势实证研究

发布时间：2019-02-18 21:56

【摘要】：再制造兼具绿色制造和先进制造的特色,是制造业节约资源能源,减少污染排放的有效途径。在国家的大力扶持下,再制造业已进入全面提速阶段。但是,目前我国消费者对再制造产业的不了解乃至误解大大影响了其购买意愿,已成为再制造企业获取竞争优势的重要障碍。国内外对再制造企业竞争优势的研究很少,且主要出于生产运作视角,而从消费者视角研究再制造企业竞争优势几乎尚未涉及。再者目前还没有适合测量再制造品感知价值的量表,从而导致了相关实证研究的匮乏。本文基于再制造产品自身的消费特性,以再制造发动机为代表,采用焦点小组访谈的方式探测感知价值的驱动因素,开发出消费者感知价值量表REPVAL结合已开发量表,基于感知价值和竞争优势理论,并借鉴计划行为理论和感知风险理论的合理因素,构建再制造品竞争优势综合概念模型。通过问卷调查的方式,在北京地区获取有效问卷394份,运用SPSS17对汇总后数据进行描述性统计分析,运用Amos7对概念模型进行结构方程分析,从而验证本文所提出的理论假设,同时对模型进行相关修正,最终确定了我国再制造企业产品竞争优势模型。研究结果表明：消费者总体感知价值直接正向影响购买意向；感知质量、感知价格、环境效益三个驱动因素直接正向影响总体感知价值,其中感知质量影响程度最大,环境效益影响程度最小；感知质量通过感知风险间接正向影响总体感知价值,且此间接影响程度小于感知质量对总体感知价值的直接影响。基于实证研究结果,本文从顾客视角对提高我国再制造企业产品竞争优势提出了相应的对策建议。
[Abstract]:Remanufacturing, with the characteristics of green manufacturing and advanced manufacturing, is an effective way to save resources and energy and reduce pollution emissions. With the support of the state, the re-manufacturing industry has entered an overall speed-up stage. However, at present, the lack of understanding or misunderstanding of the remanufacturing industry has greatly affected the consumers' willingness to purchase, which has become an important obstacle for the remanufacturing enterprises to gain the competitive advantage. There are few researches on the competitive advantages of remanufacturing enterprises at home and abroad, and mainly from the perspective of production and operation, while the research on the competitive advantages of remanufacturing enterprises from the perspective of consumers has hardly been involved. Furthermore, there is no suitable scale for measuring the perceived value of remanufactured products, which leads to the lack of empirical research. Based on the consumption characteristics of the remanufactured products and taking the remanufacturing engine as the representative, this paper uses focus group interviews to explore the driving factors of perceived value, and develops the consumer perceived value scale (REPVAL) combined with the developed scale. Based on the theory of perceived value and competitive advantage, and drawing on the reasonable factors of the theory of planned behavior and perceived risk, the comprehensive conceptual model of competitive advantage of remanufactured goods is constructed. Through the way of questionnaire investigation, 394 valid questionnaires were obtained in Beijing area. The descriptive statistical analysis of the collected data was carried out by using SPSS17, and the structural equation analysis of the conceptual model was carried out by using Amos7 to verify the theoretical hypothesis put forward in this paper. At the same time, the model is modified to determine the competitive advantage model of our remanufacturing enterprises. The results show that: the overall perceived value of consumers directly positively affects the purchase intention; Perceived quality, perceived price and environmental benefit directly positively affect the overall perceived value, in which perceived quality has the greatest impact, and environmental benefit has the least impact. Perceived quality indirectly positively affects overall perceived value through perceived risk, and the degree of indirect influence is less than the direct effect of perceived quality on overall perceived value. Based on the empirical research results, this paper puts forward the corresponding countermeasures and suggestions to improve the competitive advantage of our remanufacturing enterprises from the customer perspective.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F224;F273.2;F424

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