Research On The Influencing Factors Ofconsumers’ Used Mobile Phones Network Recycling Willingness

Figures from the Ministry of Information Industry Technology show C hina had 1.25 billion mobile phone users by June 2014, constituting 90.8% of the total population. Now it has a wide usage for smartphone and mobile internet, and the updating and discarding speed of mobile phone is accelerated by the pursuit of consumer’s fashion and multi- function, which reducing the replacement cycle from 4-5 or 2-3 years to 1-2 years. As e-commerce website rises, the new recycling model, based on C2 B network platform, has been widely concerned about. It emphasizes that consumers must be the core to play their initiative and meet individualized needs. Based on the interactivity of internet, the immediacy of modern logistics and the convenience of electronic payment, this recycling model breaks space constraints in recovery process, forms a bridge between the consumers, recyclers and waste treatment enterprises and reduces the search and transaction costs for consumers.Used mobile phones network recycling model was initially developed in Shanghai and increasingly spreaded to Beijing, Nanjing, Suzhou, Tianjin, Guangzhou and Shenzhen, having a four-year development. It has been a modern and stylish recovery method accepted by many consumers. Facing fierce competition of the market of network recycling, who can attract the more participants will be able to remain the leader in pack. Therefore, how to determine the exactly influencing factors of consumer participating in used mobile phones network recycling and to adopt proper operating strategies to increase consume r participation enthusiasm is a major issue concerned by each participant in network recycling platform. On basis of the developed results of e-waste recycling behavior in traditional model and the related studies of consumers’ willingness to accept new technology or system in e-commerce industry, we can further explore influence factors of consumers’ used mobile phones network recycling willingness.Firstly, based on the study background, current conditions, aim and significance, by using the relevant research of Theory of Reasoned Action(TRA), Theory of Planned Behavior(TPB), Technology Acceptance Model(TAM) and Theory of Social Influence, we propose a reasonable hypothesis for the relationship between influencing factors of consumers’ used mobile phones network recycling participating willingness. Then, through questionnaires and interviews analysis, we make an expansion of Technology Acceptance Model by taking recycling platform service quality, recyclers trust, outside influence and social impact into consideration and develop a theoretical model of customers ’ used mobile phones network recycling willingness in order to analyze the possible influencing factors that play a key role in network recycling. Afterwards, through online questionnaire survey, 335 valid replies for Aihuishou users from Sina Weibo, Tencent Weibo and other online forums are received.Secondly, we deploy SPSS17.0 and AMOS17.0 software for the descriptive statistic analysis, the reliability and validity analysis, SEM examination and multi- group analysis. Then it reveals the mutual relationship between service quality, recyclers trust, outside influence, social impact, perceived usefulness and perceived ease of use, and indicates that these factors have a significant performance effect on recycling willingness.Finally, the study draws the following conclusions in network recycling process:(1) the influencing factors of consumers’ willingness of participating in used mobile phones network recycling include the recycling platform service quality and outside influence;(2) the perceived usefulness plays a significant role on promoting recycling willingness, in the meantime the perceived ease of use has a direct influence on perceived usefulness and recycling willingness;(3) however the social impact and recyclers’ trust do not affect the consumers’ recycling willingness.According to the results of study, this thesis puts forward concrete proposals for enhancing consumers’ network recycling willingness in three major areas:(1) recycling platform managers should put a high value on reform and innovation in recycling trading models, meanwhile, improve recycling website interaction, convenience and safety, thereby increasing its service of personalization needs;(2) recyclers ought to provide higher used mobile phones buy-back price, in addition ensure the whole trading authenticity and remove the financial incentive to cheat, which may promote the consumers’ trust;(3) governments and media organizations are supposed to boost support for t he explanation and publicity of WEEE laws and regulations, so consumers can timely understand policy moves and take an active part in the network recycling activities.