Research On The Impact Of Remanufactured Products On Consumers' Intention To Buy The New Products

With the development of the world economy,environmental issues and resource shortages have become one of the most important propositions to be urgently addressed in the future development of manufacturing.On the one hand,the remanufacturing of consumer electronics products can alleviate the pressure of economic development on the environment and resources shortage;on the other hand,it is also a important way for enterprises and brands to develop new manufacturing technologies,forming closed-loop supply chains,expanding the market,and cultivate and promote their core competitive abilities.Although there are many benefits of remanufacturing,literature research shows that the remanufactured products laurnched by brands will have a negative impact on the sales of new products of the same brand.This has become one of the main reasons why many manufacturers choose not to remanufacture their products.Therefore,taking mobile phones as a representative of the remanufacturing of consumer electronics products,this article discusses the negative impact of remanufactured products on consumers' intention to buy new products.Through literature research,brand reputation,recognition of remanufactured products,and service consistency were selected as independent variables.Consumers' intention to purchase new products after the brand launched the remanufactured products was used as the dependent variable.Based on the clue diagnosis theory,the mediating effects of perceived similarity and perceived quality signals are discussed.The questionnaire survey method is used for empirical research.The results of the study showed that brand reputation and recognition of remanufactured products have a positive and significant impact on consumers' perceived similarity between new and remanufactured products.Service consistency has a significant and negative direct impact on the intention to buy new products,but has no direct effect on perceived similarity and perceived quality signals.Studies have found that perceived similarity plays a major intermediary role in the impact of brand reputation and remanufactured product awareness on new product purchase intentions.After consumers have collected the information about brand reputation and the remanufactured products,the perceived similarity between remanufactured products and new products is the main factor that influences the purchase decision of remanufactured products.According to the research results,The results of the study show that when competing in the same market,remanufactured products with price advantages did have a negative impact on the sales of new products.This article suggests that brands that remanufacture,especially those with higher brand reputation,can adopt time difference and model difference strategies so that remanufactured products do not directly compete with new products of the newest model.Secondly,companies can adopt the perfect substitute strategy,which means making remanufactured products a perfect substitute for new products and maintaining the same pricing/marketing/ service strategies for both strategies.In addition,companies can also change the price of the remanufacuring product accoeding to the market.For example,companies can consider setting the price of the remanufactured product of the latest model higher,or even close to the new peoducts,which will weaken the price advantage of remanufactured products of the same model during the golden sale period of new products.In addition,companies can also adopt a service differentiation strategy,which means that companies can differentiate the market segments targeted by the new and remanufactured products through proper differentiation.Finally,companies should develop recycling and remanufacturing technologies and operating models with cost advantages in order to gain core competitiveness for sustainable economic development.The results of this research can guide companies in implementing the remanufacturing strategy,promote the development of the consumer electronics remanufacturing industry,and somehow help the sustainable development of China's economy.