我国快递包装物回收问题与对策研究——基于计划行为理论建模  

On the Recycling Problems of Express Package and Countermeasures Based on the Model of TPB

作　　者：黄旺明 欧阳峰[2] 林晓阮 刘佳莉 陈妙娴 HUANG Wang-ming;OUYANG feng;LIN Xiao-ruan;LIU Jia-li;CHEN Miao-xian(School of Business Planning,Chongqing Technology and Business University,Chongqin 400067;Business School,Shantou University,Shantou,Guangdong 515063)

机构地区：[1]重庆工商大学商务策划学院,重庆400067 [2]汕头大学商学院,广东汕头515063

出　　处：《汕头大学学报（人文社会科学版）》2020年第4期65-73,96,共10页Journal of Shantou University(Humanities and Social Sciences Edition)

摘　　要：在电商快递业迅猛发展的今天,解决其所带来的包装物污染问题不容忽视。基于计划行为理论构建研究模型,通过多地调查数据进行结构方程分析。研究表明环境保护意识、经济激励和便利性都是消费者回收意愿的重要影响因素,其中,环境保护意识由经济激励和便利性间接显著影响回收意愿,并且两个中介变量都属于部分中介效应。经济激励与便利性有显著差异,便利性的中介效应占比较大。未来关于提高快递包装回收率的管理对策当中,需要重视提升消费者环境保护意识,对消费者大力宣传环境保护知识;同时,在回收模式方面,应充分考虑消费者回收快递包装物的便利性,对根据回收意愿高低组与聚类分析交叉得到的各代表性人群分别采取相应的对策。The package pollution caused by the rapid development of the e-commerce and express industry can not be ignored.Based on the theory of planned behavior,this paper constructs a research model and analyzes the structural equations by investigating the data from many places.It finds that environmental protection awareness,economic incentive,and convenience are factors affecting consumers’willingness to recycle express package.Economic incentive and convenience as mediating variables produce partial mediation effect,and convenience has more effect than economic incentive.To promote express package recycling,the consumers’awareness of environmental production and their environmental protection knowledge ought to be enhanced,convenience should be considered in choosing the mode of recycling,and countermeasures should be designed according to different categories of consumers based on demographics via cluster analysis.

关 键 词：电商快递 快递包装 电子商务 计划行为理论 绿色发展 

分 类 号：F724.6[经济管理—产业经济]