基于扎根理论的再制造产品购买意愿影响因素研究

发布时间：2018-03-13 17:48

本文选题：再制造产品　切入点：购买意愿　出处：《大连理工大学》2016年硕士论文　论文类型：学位论文

【摘要】：近年来,如何通过循环经济转型来实现环境友好型社会已经受到我国政府越来越多的关注。自从党的十六届四中全会提出大力发展循环经济,到十八届三中、四中全会关于生态文明建设的战略部署,都明确了政府发展循环经济的决心。作为循环经济的高级形式,再制造成为了政府、企业与学者研究关注的重点。再制造通过回收废旧产品,对回收产品的拆解、检查、清洗和再生产,以新产品的性能与质量标准销售给消费者。再制造过程可以实现产品的“二次价值”,并且能够在最大程度上节约资源、避免浪费。在我国,再制造产业处于起步阶段,消费者对于再制造产品的不了解、不认可、不信任会严重阻碍再制造产品的销售与再制造产业的快速发展。消费者对再制造产品的认知、态度与购买意愿关系着企业与产业的发展。国外已有部分学者对再制造产品的消费者态度与购买意愿进行研究,但由于国内外社会文化的差异,国外研究成果不一定符合我国消费者实际情况。国内学者从消费者角度研究再制造产品的文献并不多见,大多停留在消费者的认知与信任层面,少有完整、深入的探讨我国社会文化背景下消费者对再制造产品购买意愿的影响因素。本文以消费者购买意愿相关理论为基础,如计划行为理论、态度-行为-情境理论与感知风险理论,梳理了国内外消费者再制造产品购买意愿的研究成果,运用扎根理论的质性研究方法探讨了影响我国消费者对再制造产品购买意愿的因素,最终构建了我国消费者再制造产品购买意愿影响因素模型。之后设计并发放调研问卷,进行相关统计分析,运用实证方法检验模型。研究结果显示：(1)我国消费者再制造产品购买意愿的影响因素包括认知因素(产品认知和环境价值观)、感知因素(知觉行为控制、感知利益和感知风险)、情境因素(企业推广、社会规范和政府支持)与消费者购买态度。(2)产品认知、环境价值观、知觉行为控制、感知利益、感知风险与消费者购买态度属于内部心理变量,除了感知风险对再制造产品购买意愿具有显著的负向影响外,其他5个变量均对购买意愿正向影响。企业推广、社会规范与政府支持属于外部情境变量,对再制造产品购买意愿具有显著的正向影响。(3)消费者购买态度在认知因素对再制造产品购买意愿的影响中起中介作用,消费者对再制造产品的了解与对环境问题的认识引导消费者购买态度的形成,间接对购买意愿产生影响。针对本文的研究结论,分别从政府和企业的层面提出了提高消费者购买意愿、拓展再制造市场的合理建议。
[Abstract]:In recent years, our government has paid more and more attention to how to realize an environment-friendly society through the transformation of circular economy. Since the fourth Plenary session of the 16 CPC Central Committee proposed vigorously developing circular economy, to the third middle school of the 18 CPC Central Committee, The strategic plans of the fourth Plenary session of the CPC Central Committee on the construction of ecological civilization have all made clear the government's determination to develop circular economy. As a high-level form of circular economy, remanufacturing has become the government. Enterprises and scholars pay close attention to the remanufacture of recycled products through recycling, disassembly, inspection, cleaning and reproduction of recycled products, The remanufacturing process can realize the "secondary value" of the product, and it can save resources and avoid waste to the maximum extent. In our country, the remanufacturing industry is in its infancy. Consumers' lack of understanding, recognition, and distrust of remanufactured products will seriously hinder the sales of remanufactured products and the rapid development of the remanufacturing industry. Attitudes and willingness to buy are related to the development of enterprises and industries. Some foreign scholars have studied the attitudes of consumers and the willingness to buy remanufactured products, but due to the differences of social culture at home and abroad, Foreign research results are not necessarily in line with the actual situation of consumers in China. There are few domestic scholars studying remanufactured products from the perspective of consumers. Most of them remain at the level of consumers' cognition and trust, and few are complete. This paper is based on the theory of consumer purchase intention, such as planning behavior theory, attitude behavior situation theory and perceived risk theory. This paper reviews the research results of consumers' willingness to buy remanufactured products at home and abroad, and probes into the factors that affect the willingness of Chinese consumers to buy remanufactured products by using the qualitative research method based on rooted theory. Finally, a model of influencing factors of consumers' willingness to buy remanufactured products in China is constructed. After that, a questionnaire is designed and distributed, and the relevant statistical analysis is carried out. Empirical method is used to test the model. The results show that the influencing factors of consumers' willingness to buy remanufactured products in China include cognitive factors (product cognition and environmental values), perceptual factors (perceptual behavior control). Perceived benefits and perceived risks, situational factors (corporate promotion, social norms and government support) and consumer buying attitudes. Perception risk and consumer purchase attitude belong to internal psychological variable, except perceived risk has significant negative influence on remanufactured product purchase intention, the other five variables all have positive influence on purchase intention. Social norms and government support are external situational variables, which have a significant positive impact on the remanufactured product purchase intention. 3) the consumer purchase attitude plays an intermediary role in the cognitive factors on the remanufactured product purchase intention. Consumers' understanding of remanufactured products and their understanding of environmental issues lead to the formation of consumers' buying attitudes, which indirectly affect their willingness to buy. From the level of government and enterprise, this paper puts forward some reasonable suggestions to improve the consumer's willingness to buy and expand the remanufacturing market.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.55;F713.2

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