农村消费者快递包装分类回收影响因素研究——有调节的中介效应模型  

A STUDY ON THE FACTORS INFLUENCING THE CLASSIFICATION AND RECYCLING OF EXPRESS PACKAGING FOR RURAL CONSUMERS——A MEDIATED EFFECT MODEL WITH REGULATION

作　　者：詹庆泽 张运 ZHAN Qing-ze;ZHANG Yun(School of Economics and Management,Hunan University of Technology,Zhuzhou 412000,China)

机构地区：[1]湖南工业大学经济与管理学院,湖南株洲412000

出　　处：《南阳理工学院学报》2025年第2期33-40,共8页Journal of Nanyang Institute of Technology

基　　金：湖南省“包装经济与管理”基地专项研究基金项目(2021BZJG06)。

摘　　要：随着“快递进村”工程的推进,我国农村快递数量迅速增加,但也带来了包装回收率低和废弃物增多的问题,导致环境污染和资源浪费。为解决这一难题,以农村消费者为研究对象,调整UTAUT模型,加入风险保障和促成条件两个因素,通过实证检验表明,努力期望、便利程度和风险保障显著正向影响农村消费者的快递包装分类回收意愿。分类回收意愿在便利程度与回收行为之间起中介作用,并受到促成条件的调节。基于此,建议建立便捷的回收设施和提供分类回收指南,以提高农村快递包装的回收率,减少环境污染和资源浪费,助力乡村振兴。With the promotion of the“express delivery into the village”project,the number of rural express delivery in China has increased rapidly,but it has also brought the problem of low packaging recovery rate and increased waste,leading to environmental pollution and resource waste.This paper takes rural consumers as the research object,adjusts UTAUT model,and adds two factors of risk guarantee and enabling conditions.The empirical test shows that effort expectation,convenience and risk guarantee have a significant positive impact on rural consumers′willingness to classify and recycle express packaging.The intention of sorting and recycling plays an intermediary role between convenience and recycling behavior,and is regulated by facilitating conditions.Based on this,it is recommended to establish convenient recycling facilities and provide classified recycling guidelines to improve the recovery rate of rural express packaging,reduce environmental pollution and resource waste,and help rural revitalization.

关 键 词：快递进村 UTAUT模型 农村消费者 乡村振兴 

分 类 号：C93[经济管理—管理学]