消费者对再制造产品购买意愿的形成机制——基于官翻手机的扎根理论研究  

The Formation Mechanism of Consumer Purchase Intention for Remanufactured Products:Grounded Theory Research Based on Remanufactured Cell-phones

作　　者：俞明南[1] 王成成[1] 高翔[1] 

机构地区：[1]大连理工大学管理与经济学部,辽宁大连116024

出　　处：《管理案例研究与评论》2016年第4期368-382,共15页Journal of Management Case Studies

基　　金：国家社会科学基金项目"资源回收政策下闭环供应链定价及契约协调机制研究"(14BGL063)

摘　　要：再制造产品以其环保、节约资源和低成本的优势得到了政府、公众和企业的广泛认同,但在电子产品等领域,消费者并不积极的市场反应在一定程度上限制了再制造产品的持续发展。本研究采用扎根理论的基本方法,依据从网络论坛中收集的消费者的有效评论,努力挖掘消费者提供的第一手反馈信息,试图发现影响消费者购买再制造产品的主要因素及其购买意愿的形成机制。研究发现:(1)由于再制造产品的特殊属性,消费者购买意愿的形成过程分为两个阶段:态度的形成阶段和感知价值评估阶段,积极的态度是进入感知价值评估阶段的前提条件。(2)在研究消费者对再制造产品购买意愿的特定情境下,消费者对购买再制造产品的态度包含对再制造产品的信任度和心理接受程度两个维度。上述新发现揭示了再制造产品不同于普通产品,其消费者购买意愿的形成机制具有自己的特点,解读了为什么面对企业客户的再制造产品(如汽车配件)比直接面对消费者的再制造产品(如电子产品)发展迅猛,有望对现有的购买行为理论进行补充和完善。With the advantages of environmental protection, resource saving and cost saving, remanufactured products have been widely recognized by the government, the public and the enterprises. However, in areas such as electronic products, consumers＇ market reaction is not so positive,which limits the sustainable development of remanufactured products. This paper uses the basic method of grounded theory, based on effective consumer comments collected from online forums, to tap first hand feedback information provided by consumers. It aims to find the main factors affecting consumer purchase intention for remanufactured products and the formation mecha- nism of purchase intention. This study finds that. （1）Due to the special attributes of remanufac- tured products, the formation process of consumers＇ purchase intention comprises the formation stage of attitude and the evaluation stage of perceived value, the positive attitude being the precondition to entering the stage of perceived value evaluation. （2）In the specific context of studying consumers purchase intention for remanufactured products, consumer attitudes comprise two dimensions of trust degree and psychological acceptance of remanufactured products. These new findings reveal that the formation mechanism of purchase intention for remanufactured products is different from that of ordinary products; it has its own characteristics. This paper also answers why the remanufactured products （such as auto parts）that cater to corporate customers develop more rapidly than the direct-to-consumer remanufactured products （such as electronics）, which has enriched the research on purchase behavior.

关 键 词：再制造产品 购买意愿 态度 扎根理论 网络论坛 

分 类 号：F270[经济管理—企业管理]