Research On The Influencing Factors Of Consumers’ Willingness To Recycle Electronic Waste Under The Background Of "Internet +"

With the rapid development of mobile communication technology,electronic products are updated at an increasingly fast speed,resulting in a large amount of electronic waste has not been effectively recovered,the recovery rate is less than 20%of the stock of electronic waste.As the front end of the recycling industry chain,consumers can effectively solve the problem of resource constraints in the back end of the e-waste recycling industry by improving their recycling behavior intention.As a new way of recycling,"Internet +" recycling can effectively solve the problems of difficult recycling of electronic waste and non-standard recycling channels.To make consumers switch from informal recycling channels to Internet recycling platforms,it is necessary to explore the influencing factors of consumers’ behavioral intention to take part in online recycling activities.This study aims to explore the influencing factors of consumers’ willingness to recycle e-waste in the context of "Internet plus".First,through the analysis and summary of earlier studies,the relevant research on e-waste recycling at home and abroad and the influencing factors of consumers’ willingness to recycle are sorted out.Through the research summary,it is found that in e-waste online recycling,the factors affecting consumers’ willingness to recycle can be divided into economic level and non-economic level.Economic factors are reflected in consumers’ perceived price of e-waste recycling,while non-economic factors are reflected in the recycling services provided by Internet recycling platforms.Secondly,combining with social exchange theory and attitudinal--situational--behavior theory,this paper discusses consumers’ willingness to take part in e-waste online recycling and its influencing factors from the perspective of bounded rationality.A conceptual model was constructed based on the perceived price of recycling,service quality of recycling platform and individual implementation cost of internal situational variables.In this study,a questionnaire survey was conducted for consumers who owned waste electronic products.Polynomial regression and response surface analysis were used to verify the relationship between variables in the model.The research results supported the proposed conceptual model.The empirical results show that: first,when the perceived price is inconsistent with the service quality level of the recycling platform,compared with low service quality and high perceived price,high service quality and low perceived price have a stronger impact on the recycling intention.Second,the interaction between perceived price and service quality of recycling platform directly affects perceived value and indirectly affects recycling intention.For consumers with bounded rationality,the convenience of door-to-door recycling,the safety of official quality inspection,and the automatic evaluation of recycling platform can deliver to consumers multidimensional perceived values such as economic,functional,and social values,and thus affect their willingness to recycle.Thirdly,individual implementation cost has a negative moderating effect on consumers’ perceived value of taking part in recycling activities.In other words,the degree of materialism and behavior trouble affects people’s attitude to a certain extent.The higher the individual implementation cost,the lower the perceived value of consumers taking part in e-waste recycling activities.This study analyzes the factors influencing consumers’ willingness to recycle e-waste,expands the application of social exchange theory in e-commerce scenarios,and supplies theoretical reference for improving consumers’ willingness to recycle behavior and suggestions for relevant departments of Internet recycling platforms to formulate recycling strategies.