消费者对再制造品的支付意愿的形成机制——来自打印机墨盒的实证观测

The Impact of Loss Aversion on Consumer's Willingness to Pay for Remanufactured Products: Empirical Observation from Print Cartridge

资源短缺与环境约束下,再制造成为生产者承担社会责任、发展循环经济的最佳实现策略。再制造品的新商业化实现依赖于消费者对再制造品的支付意愿。文章从消费者行为的角度,以再制造打印机墨盒为实验样品,实证研究损失厌恶、担保强度对再制造品消费者支付意愿的影响机制,服务于生产者的价格决策。

At the lack of resources and the constraints of environment, remanufacturing become the best way for producer to bear extend responsibility and develop circular economy. From the perspective of consumer＇s behavior, the new commercialization of remanufactured product depends on willingness to pay for remanufactured product. Using EOL Ink cartridge as a research model, examine the impact of loss aversion and warranty on consumers＇ willingness to pay for remanufactured products. We found that loss aversion and warranty will affect consumers＇ willingness to pay for remanufactured products directly. At the same time, warranty will affect consumers＇ willingness to pay for remanufactured products indirectly, due to the existence of loss aversion.