基于交易成本与信任的居民参与“互联网+回收”意愿

基于交易成本理论与信任理论,构建了居民参与"互联网+回收"意愿的理论模型,并运用结构方程模型进行实证分析。研究发现:感知价值与感知风险会影响居民在交易过程中的评价成本,感知风险会影响交付成本;品质信任会显著影响交易成本和评价成本,但只有正直信任对交付成本有显著影响;交易成本负向影响居民参与互联网回收的意愿,品质信任正向影响居民参与互联网回收的意愿。因此,政府部门应当引导"互联网+回收"发展,建立约束机制,完善配套设施等;互联网回收企业应从提高感知价值和品质信任、降低感知风险等方面减少消费者的交易成本。

Based on the theories of transaction cost and trust,this study proposes the model of influencing factors of consumers’willingness of participating in“Internet+Recycling”,and uses the structural equation model to conduct an empirical analysis.The findings are as follows:perceived value and perceived risk will affect consumers'evaluation costs during the transaction,and perceived risk will affect delivery costs;quality trust will significantly affect transaction costs and evaluation costs,but only integrity trust has a significant impact on delivery cost;transaction cost negatively influences the willingness of consumers to participate in Internet recycling,and quality trust positively influences the willingness of consumers to participate in Internet recycling.Government departments should guide the Internet+Recycling development,establish a restraint mechanism and improve supporting facilities.Internet recycling companies should reduce the transaction costs of consumers from the aspects of improving perceived value and quality trust and reducing perceived risk.