“互联网+回收”网站质量会影响消费者线上回收参与意愿吗?  

Dose the “Internet + Recycling” Website Quality Affect Customers’ Intention to Participate in Online Recycling?

作　　者：姚海琳[1] 朱榕 YAO Hailin;ZHU Rong

机构地区：[1]中南大学商学院

出　　处：《现代城市研究》2021年第10期125-132,共8页Modern Urban Research

摘　　要：基于刺激—有机体—反应模型和收益—风险模型,同时,考虑到消费者个体特质差异,引入调节定向理论构建理论分析框架,通过实验法检验"互联网+回收"网站质量对消费者线上回收参与意愿的影响以及消费者个人特质的调节效应。研究结果表明:(1)网站呈现环保信息和提供高隐私安全服务正向影响消费者线上回收参与意愿。(2)网站呈现环保信息有助于提高消费者感知收益,提供高隐私安全服务有利于降低消费者感知风险。(3)感知收益和感知风险在网站质量与消费者线上回收参与意愿的关系中发挥部分中介作用。(4)呈现环保信息对促进定向消费者的感知收益影响更大,提供高隐私安全服务则对预防定向消费者的感知风险影响更大。Based on the stimulus-organism-response model(S-O-R)and the benefit-risk analysis model(BRA),and considering differences in individual traits of consumers,this paper introduces the theory of regulatory focus,then uses the experimental method to test the impact of the"Internet+Recycling"website quality on consumers’intention to participate in online recycling and the moderating effect of consumers’personal traits.The research shows that:first,recycling websites presenting environmental information and providing high privacy security service has a positive effect on customers’intention to participate in online recycling.Second,recycling websites presenting environmental information helps to increase consumers’perceived benefits,and providing high privacy security service helps to reduce perceived risk.Third,perceived benefits and perceived risk play a partial mediating effect in the relationship between website quality and customers’intention to participate in online recycling.Fourth,presenting environmental information has a greater impact on the perceived benefits of consumers in a promotion focus;providing high privacy security services has a greater impact on the perceived risk of consumers in a prevention focus.

关 键 词：“互联网+回收” 线上回收参与意愿 网站质量 S-O-R模型 收益—风险分析模型 调节定向 

分 类 号：C93[经济管理—管理学]