The Effect Of Closed-Loop Supply Chain Knowledge On The Purchase Intention To Remanufactured Products

In recent years, China has carried out the peak of electronic waste, pollution thereby caused to the environment is increasingly severe, the appear of remanufactured products will greatly reduce the waste of resources and environmental pollution resulting, however, consumers do not have a good understanding of the production process and the relevant information of remanufactured products in the closed-loop supply chain, making consumers be in the information disadvantage in remanufacturing market, which causes the information asymmetry between consumers and remanufacturers, retailers, recyclers, thereby affect consumers’purchase intention switching to remanufactured products.Based on signal theory in this study, we proposes a model to investigate the knowledge of closed-loop supply chain, including knowledge of product history, knowledge of recapture, knowledge of remanufacture and knowledge of remarket, as potential signals for consumers to assess quality and performance of remanufactured product, and use consumers’attitudes as a variable to screen the signal, studying its influence on consumers’purchase switching intention to remanufactured products. We conduct an empirical research by handing out questionnaires and use the remanufactured laptop as the research object, collect 906 effective questionnaires and then use software of SPSS and AMOS to analysis the survey data.The results show that:in the four dimensions of the closed-loop supply chain knowledge, only knowledge of recapture have no significant effect on the attitude of consumers, knowledge of product history, knowledge of remanufacture and knowledge of remarket have a significant impact on the attitude of consumers, and knowledge of product history have a negative effect on the attitude of consumers, knowledge of remanufacture and knowledge of remarket have a positive affect consumers’ attitudes, of which the effect of knowledge of remarket is the greatest.Besides, consumers’ attitudes have a positive effect on consumers’ purchase switching intention to remanufactured products.Based on the results of the empirical research, this paper proposes some suggestions to improve consumers’ purchase switching intention to remanufactured products from the perspective of government and business respectively, expecting to promote the active role of consumers in the remanufacturing market and drive healthy and rapid development of the remanufacturing market.