绿色信息对再制造品购买意向的影响实证研究

发布时间：2018-03-08 08:08

本文选题：绿色信息　切入点：再制造产品　出处：《北京交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：再制造(remanufacturing)是一种新型的、绿色的生产理念和制造方式,在其生产过程中突出了经济效益和节能环保优势,因此得到了国家的大力支持；但是绿色信息宣传不到位,造成消费者对再制造业的不了解和不认可。国内外对再制造绿色信息影响消费者购买意向的研究甚少,更缺乏从节能信息、节材信息、减排信息对消费者的购买意向影响的实证研究。因此,本文从消费者角度研究再制造品的节能信息、节材信息和减排信息对再制造品购买意向的影响路径及机理。本文基于再制造品节能、节材、减排三方面的绿色信息,运用感知价值理论,引入感知价值和绿色信任作为中间变量及绿色认证作为调节变量,在此基础上构建出绿色信息对中国消费者再制造产品购买意向的影响模型。选用再制造笔记本为实验物品,通过问卷调查的实证方式,在北京地区获取497份有效问卷,运用SPSS18.0和Amos17.0对汇总后数据进行描述性统计分析、运用结构方程对概念模型进行分析、运用层次回归对调节效应进行分析,从而验证本文所提出的理论假设。在实证的基础上对模型进行相关修正,确定了最终的绿色信息对中国再制造消费者购买意向的影响模型。研究结果表明：再制造品的节能信息、节材信息和减排信息正向影响消费者的感知价值,其中减排信息影响最大；再制造品的节能信息、节材信息和减排信息均对消费者的绿色信任有正向影响,其中节材信息的影响最大；消费者对再制造品的感知价值与购买意向正相关,与绿色信任正相关；消费者对再制造品的感知价值与绿色信任正相关；绿色认证能够加强节能信息和节材信息对绿色信任的影响。基于实证研究结果,本文提出了相应的提高消费者对再制造品的认知和购买的对策建议,为再制造品的企业制定相关包装和营销策略提供一定的理论依据。
[Abstract]:Remanufacturing is a new, green production concept and manufacturing method, which highlights the advantages of economic benefits and energy saving and environmental protection in its production process, so it has been greatly supported by the state; however, the green information propaganda is not in place. This causes consumers' lack of understanding and recognition of the re-manufacturing industry. There is little research at home and abroad on the impact of green information on remanufacturing on consumers' purchasing intentions, and even less information on energy conservation and material conservation. Therefore, from the perspective of consumers, this paper studies the influence path and mechanism of energy saving information, material saving information and emission reduction information on the purchase intention of remanufactured products from the perspective of consumers. Based on the green information of energy saving, material saving and emission reduction of remanufactured products, using the theory of perceived value, this paper introduces perceived value and green trust as intermediate variables and green certification as regulatory variables. On the basis of this, a model of the influence of green information on the remanufacturing intention of Chinese consumers is constructed. 497 valid questionnaires are obtained in Beijing by using remanufactured notebooks as experimental items. SPSS18.0 and Amos17.0 are used to analyze the collected data, the conceptual model is analyzed by structural equation, and the adjustment effect is analyzed by hierarchical regression. In order to verify the theoretical hypothesis proposed in this paper, the model is revised on the basis of empirical analysis, and the final green information model is established to determine the impact of green information on the purchase intention of Chinese remanufacturing consumers. The results show that the energy saving information, material saving information and emission reduction information of remanufactured products have a positive impact on the perceived value of consumers, among which emission reduction information has the greatest impact. Material saving information and emission reduction information have a positive impact on green trust of consumers, among which the impact of material saving information is the greatest, and consumer perceived value of remanufactured products is positively related to purchase intention, and positively related to green trust. Consumers' perceived value of remanufactured products is positively related to green trust, and green certification can enhance the influence of energy saving information and material saving information on green trust. Based on the results of empirical research, this paper puts forward corresponding countermeasures and suggestions to improve consumers' cognition and purchase of remanufactured products, and provides some theoretical basis for enterprises to formulate packaging and marketing strategies.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F424;F713.55

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