Research On Internet Word-of-mouth Influencing Consumers' Mobile Phones Online Recyclinug Willingness

With the rapid development of Internet technology and the continuous improvement of people's living standards,more and more consumers begin to pursue new mobile phones with various functions and novel styles.As a result,the speed of renewal of mobile phones is faster than before.How to effectively recycle these idle used mobile phones has become an urgent problem to be solved.In recent years,with the rapid development of e-commerce and the implementation of the "Internet plus" policy,a number of new mobile online recycling platforms have appeared in China,such as "aihuishou","taolv365","xiangjiaopil" and so on.These new mobile phone online recycling platforms have the characteristics of convenient transaction,rationalized recycling price,and standardized recycling process.They have solved the shortcomings of the traditional recycling model and have received the attention of scholars.However,the overall performance of online recycling platform is not good.The key problem is that consumers do not have a deep understanding of online recycling platform,and the online word-of-mouth effect of the platform has not been effectively exerted.In fact,online word-of-mouth will have an important impact on consumers' willingness,revealing the influence of online word-of-mouth on consumer mobile phone recycling will,and will effectively improve mobile phone recycling rate.To this end,this paper uses the theory and method of empirical research to study the impact of online word-of-mouth on consumers' willingness to recycle mobile phones.The specific research work is as follows:1.Based on the analysis of research background and significance,this paper sorts out and summarizes the relevant literatures on the online recycling mode of mobile phone,the identification of online recycling factors,the definition of online word-of-mouth concept and the research status,and puts forward the importance of consumer recycling intention and the important impact of online word-of-mouth on consumers.2.Based on rational behavior theory,planned behavior theory,Technology Acceptance Model and information acceptance model,this paper puts forward reasonable research hypothesis on the influence of online word-of-mouth on consumers' willingness to recycle mobile phones online.Publishers' professionalism,quality of online word-of-mouth information,quantity of online word-of-mouth information,service quality of recycling platform and types of communication channels are taken as independent variables,and perceived trust is taken as intermediary variable,which is incorporated into the TAM model,and then a theoretical model of online recycling intention of consumers affected by online word-of-mouth is constructed.3.A total of 245 valid questionnaires were selected from users who have used internet word-of-mouth and participated in mobile phone online recycling or have a certain knowledge of it.After eliminating unreasonable and invalid questionnaires,245 valid questionnaires were obtained.SPSS22.0 statistical software was used to analyze the questionnaire retrieved,including reliability analysis and validity analysis,descriptive statistical analysis and variance analysis,correlation regression and regression analysis,revealing the relationship between variables.4.Statistics show that: publishers' professionalism,quality of online WOM information,quantity of online WOM information,service quality of recycling platform,types of communication channels and perceived trust all have positive effects on consumers' willingness to recycle mobile phones online,but the degree of impact is slightly different;Perceived trust plays a mediating role in publisher professionalism,service quality of recycling platform,types of communication channels and consumers' willingness to recycle mobile phones online.According to the statistical results,management enlightenment is put forward,which provides a direction for improving consumers' willingness to recycle mobile phones online.The significance of this study is to put forward the theoretical model and research hypothesis of online recycling mode,which can make up for the lack of research in this field,and has practical significance for improving consumers' recycling intention and the number of used mobile phones.