WEEE回收网站交互性对消费者回收行为的影响——消费者交易感知的中介作用

Web Interactivity Effects on Consumers' Recycling Behavior of WEEE——Intermediary of Transaction Perception

电子废弃物(WEEE)网络回收平台的兴起为消费者提供了一种方便、快捷和新颖的回收渠道。通过引入消费者交易感知中介变量,分析WEEE回收网站交互性与消费者回收行为间的关系,在已有研究基础上构建网站交互性、消费者交易感知和消费者WEEE回收行为关系模型,并提出研究假设。以爱回收网络回收平台用户为研究对象进行问卷调查,运用SPSS17.0和AMOS17.0软件分析数据并进行模型检验。研究结果表明:WEEE回收网站交互性对消费者回收行为和消费者交易感知均具有显著正向影响,而消费者交易感知对消费者回收行为有显著正向影响,同时消费者交易感知在网站交互性影响消费者回收行为的过程中起到部分中介作用。

The rise of network recycling platform of waste electrical and electronic equipment （WEEE） provides consumers with a kind of convenient, fast and innovative recycling channel. In this paper, we analyzed the relationship between web interaetivity and recycling behavior by introducing transaction perception as an intermediary variable factor. Based on pri- mary research, we build a relational model of website interaetivity, transaction perception and consumers＇ recycling behav- ior of WEEE, and then we put forward the research hypothesis. At the same time, we make an empirical study on the theo- retical model conducted by taking the Aihuishou customers as samples. The model is tested by SPSS17.0 and AMOS17.0, and the study indicates that WEEE recycling Web interactivity has significantly positive effects both on consumers recycling behavior and transaction perception; transaction perception has significant positive effects on recycling behavior. The medi- ation variables （transaction perception） work as a partial mediation between web interactivity during the process of recycling behavior.