客户采购关注点对再制造产品购买意愿的影响研究——基于政府促进政策的调节效应研究

Study on the Impact of Customer Purchasing concerns on Purchase Intention for Remanufactured Products——based on Moderating Effect of Government Promotion Policies

近年来,国家出台各种政策措施促进再制造产业发展,但是由于多方面原因,客户在产品选择上往往将再制造产品列为下策。本研究采用扎根理论分析客户采购关注点对再制造产品购买意愿的影响,并检验了政府促进政策的调节效应。研究发现,客户对品牌的信任、质量感知、成本控制意识对再制造产品购买意愿有正向影响,而客户的社会责任观对再制造产品购买意愿影响不显著。此外,政府的促进政策对客户的品牌信任、质量感知、社会责任观和再制造产品购买意愿之间的关系有正向调节效应,但是在政府的促进政策中,直接补贴对成本控制意识和再制造产品购买意愿之间的关系没有调节效应,而"以旧换再"对这两者有正向调节效应。该研究结论的理论意义在于从再制造这一特殊工业品角度研究了购买意愿的影响因素及其调节机制,有助于完善组织市场购买行为理论;实践意义为有助于再制造企业更好地吸引客户购买,有助于提高政府促进政策的有效性提供指导建议。

In recent years, to promote the development of remanufacturing industry, our country has adopted a variety of active policies and measures, but customers will not accept remanufactured products due to various reasons. The paper uses the Ground Theory to analyze the relationship between customer purchase focusing and purchase intentions via depth interviews to many remanufacturing companies, and test the moderate effects of the government＇s active policies. This research has found that brand trust, quality awareness and cost control have a positive effect on the purchase intention of remanufactured product, while the social responsibility of the customers has not a significant effect on it; in addition, active policies has a positive moderate effect on the relationship between brand trust, quality perception, social responsibility and purchase intention, but the moderate effect of direct subsidies on cost control is not significant and the moderate effect of ＂old - for - remanufactured service＂on cost control is significant. The theoretical significance of this study is to study the influence factors and moderate effects from the remanufactured products, and to deepen organization purchase behavior theory; the practical significance helps to attract customers to purchase, and to improve the effectiveness of the government active policies.