Research On Selling Intention Of Second-hand Electronic Products Based On Cognitive Appraisal Theory

In the 14 th Five-Year Plan,continuing its commitment to environmental protection and sustainable development,the government has listed green development as one of the goals of China's economic development.There is a huge stock of secondhand electronic products in China.Many second-hand electronic products are stored in consumers' home,neither using nor entering into the recycling channel.To find the mechanism of consumers' second-hand electronic products selling intention,promote the sale and reuse of second-hand electronic products,provide suggestions for the improvement of the trading market of second-hand electronic products,so as to realize environmental protection and save resources,which has theoretical and practical significance.Based on Cognitive Appraisal Theory,this paper explores the effects of environmental awareness,emotional attachment,perceived price fairness and convenience on consumers' intention to sell second-hand electronic products,and analyzes the mediating role of anticipated regret between independent variables and Selling Intention.This research testing the theoretical model by empirical research method.We find that: First,environmental awareness,perceived price fairness,convenience are significantly positively correlated with the sale intention of secondhand electronic products,while emotional attachment is significantly negatively correlated with the sale intention of second-hand electronic products.Second,environmental awareness,perceived price fairness and convenience were significantly positively correlated with anticipated regret,while affective attachment was significantly negatively correlated with anticipated regret.Third,anticipated regret plays a partially mediating role in the effects of environmental awareness,emotional attachment,perceived price fairness,and convenience on consumers' intention to sell second-hand electronic products.Finally,through summarizing the full research,we suggest that: First,from the perspective of improving consumers' environmental awareness,we should strengthen the publicity and education to the public and strengthen consumers' environmental cognition;Second,from the perspective of reducing the emotional attachment of consumers,the trade-in policy can be carried out to shift consumers' focus and can establish a recycling tracking system to reduce consumers' uncertainty.Thirdly,from the perspective of improving consumers' perception of price fairness,we should enhance the transparency of pricing and raise a variety of reference prices for consumers.Fourthly,it puts forward some suggestions on optimizing the recycling treatment system and improving the construction of related management system to improve convenience.