Research On The Participation Intention And Spillover Effect Of Consumer's Idle Items Recycling

Idle items recycling relates to the resources cyclic utilization and social sustainable development.How to motivate or affect consumers actively participate in the recycling of idle items,maximize the ecological,economic and social benefits generated by consumers'recycling of idle items,and realize the optimal allocation of resources has become an important issue that needs to be explored urgently.Considering the information of consumers' willingness to participate in idle items recycling and the behavioral spillover effect include a series of complex psychological changes,and the existing research on recycling has not yet explained the process mechanism of such psychological changes.Based on the technology roadmap of"raising problems,theoretical analysis,experimental reasearch,problems solving",the thesis takes consumers' idle items recycling under the environment of "Internet+Recycling" as research object,and with a comprehensive application of theories about management psychology and behavior.The thesis attempts to explore the internal mechanism of consumers'willingness to participate in idle items recycling,and identify the direction and intervention mechanism of the spillover effect of consumer's idle items recycling behavior by means of experimental research.The specific research contents and conclusions are as follows:Firstly,the thesis establishes a conceptual model of message framing and self-construal interactively influence consumer's intention to participate in idle items recycling.The analyses of variance and simple effect test indicate that the message framing and self-construal interact to predict the persuasion of information.The gain-framed message is more efficacious in influencing independent self-construal consumer's intention to participate in the recycling of idle items,whereas loss-framed message is more effective for interdependent self-construal consumer.Regression analysis and mediating effect test show that the information processing fluency mediates such interactive effect on intention.Secondly,the thesis uncovers the collaborative matching mechanism among message framing,self-construal and recovery mode.The analyses of variance and simple effect test indicate that there is a mismatch between the recovery mode and the self-construal or between the recovery mode and the message framing.The recovery mode changes the effect of the message framing by stimulating consumer's incentive and deed.As a result,the recycling method of idle items giving away for free weakens the effect of gain-framed message on independent self-construal consumer's participation intention.The recovery method of idle items making money weakens the effect of loss-framed message on interdependent self-construal consumer's the participation intention.Thirdly,the thesis identifies the spillover effect caused by consumer's idle items recycling behavior.Variance analysis indicates that consumer's idle items recycling behavior has great spillover effect on ecological behavior,which has stronger accessibility with the recycling behavior;but not on pro-social behaviors,which have weaker accessibility with the recycling behavior and change means higher cost.Finally,the thesis uncovers the process mechanism and boundary condition of message framing on spillover effect.The results of variance analysis and Bootstrap mediation effect test show that the loss-framed message increases the spillover effect caused by idle items recycling directly or indirectly through consumer's perception of the impact about his/her behavior.Furthermore,the target progress level can change the effect of message framing by changing consumer's cognition.The thesis investigates the characteristics and persuasion effect of the marketing persuasion strategies of idle items recycling,and further explains the psychological mechanism and theoretical logic of external intervention and inner drivers affect consumers' idle items recycling intention and its spillover effect.The findings make up for weakness of used products recycling researches,and enrich related results on recycling in the field of marketing,deepen the application of message framing theory,self-construal theory and spillover effect theory in the area of marketing science.Moreover,the results will add theoretical support to the disclosure of the contradictory conclusions of the prosocial behavior spillover effect,and provide theoretical instructions for optimizing marketing information communication strategies of "Internet+Recycling" platform.