Research On Consumers' Purchasing Intention Of Remufactured Products In China

As an advanced form of circular economy, remanufacturing has been paid more and more attention. China's government issued a series of laws and regulations support the remanufacturing industry. But the consumers are unfamiliar with the remanufactured products and remanufacturing concept, consider that is second-hand or renovated products. This dissertation's result tells that only 1/5 of the total sample of consumers purchased remanufactured products. When consumers disapprove even resist remanufactured products, enterprises will encounter great difficulties in product sales. Consumers'perception, attitude and purchase intention in remanufactured goods relates to the smooth development of remanufacturing enterprises.Scholars at home and abroad are from the perspective of marketing study the pricing strategy of remanufactured goods and consumers' willingness to pay for remanufactured goods or new goods. To date few systematic studies of consumer's formation mechanism of purchase intention to remanufactured goods, and to further explore the factors impact consumers'purchase intention of remanufactured goods.Chinese consumers'conceptual model of purchase intention is proposed based on the theory of planned behavior, the theory of perceived risk. In order to improve the prediction and explanation of consumers'purchase intention to remanufactured products, product knowledge and perceived benefit was also put into the model,In this study, were obtained 288 valid questionnaires in Beijing, and use SPSS 17.0 do the descriptive statistical analysis, use AMOS5.0 do structural equation analysis, to verify the hypothesis of this study and amend the conceptual model previously proposed, to determine purchase intention model of Chinese remanufactured products consumers.The results showed:attitude, subjective norm, perceived behavioral control directly impact on consumers'purchase intention and the attitude give the greatest impact on purchase intention. Product knowledge is not only directly impact on consumers' purchase intention but also indirectly through the attitude. Perceived risk, perceived benefits are indirectly affecting the purchase intention through attitude.Based on the results of empirical research, this study has expounded the major factors impact consumers'purchase intention of remanufactured products; identified the Chinese consumers'purchase intention model of remanufactured products; proposed how to enhance consumers'purchase intention of remanufactured products.