The Study On Influence Factors Of Consumer Purchase Intention For Remanufactured Products Based On Grounded Theory

In recent years, how to realize the environmental friendly society in our country through the circulation economic transformation has been more and more focused by the government. Since the party's fourth plenary of sixteen session put forward developing circular economy, to the 2015 circular economy advance project, are clear about the government determination to develop circular economy. As the effective measure of recycling, remanufacturing has become the attention of academic research. Remanufacturing is the process of waste or used products recycling, dismantling, inspection, cleaning and reproduction. With new product performance and quality standards, the enterprise sales the remanufactured products to consumers. Remanufacturing process can realize the value of "secondary". And to the greatest extent, it can exert the largest effects of resources and avoid waste. In our country, the remanufacturing industry has just started. The little knowledge of remanufacturing product and lower cognitive seriously hindered the rapid development of remanufacturing industry.There are some research achievements about consumer purchase intention on remanufacturing products. Since the differences in social culture at home and abroad, foreign research results may not conform to the consumer actual situation in China. There are few literatures from the perspective of the consumer for remanufactured products, most stay on consumers' cognitive and trust level, lack of induction and summary on the factors that influence remanufacturing product purchase intention. Based on TPB, perceived risk theory, attitude-context-behavior theory and literature findings, this paper builds the influence factors on consumers'purchase intention for remanufacturing products model using grounded theory. After that, the survey questionnaire was designed. Use the empirical methods analyzing the collected data and validate the model.The main conclusions are as follows:(1) The factors that influence consumers' purchase intention for remanufacturing products are cognitive factors (product knowledge and environmental values), perceived factors (perceived behavioral control, perceived value and perceived risk), contextual factors (company promotion, social norm and government support) and purchase attitude. (2) Product knowledge, environmental values, perceived behavioral control, perceived value, perceived risk and purchase attitude belongs to the internal psychological variables. Perceived risk has a negative influence on purchase intention, and the other 5 variables have significant positive effect on purchase intention. Company promotion, social norm and government support belongs to external context variables, they have positive impacts on purchase intention. (3) Purchase attitude plays an intermediary role in the impact of cognitive factors on purchase intention. Consumer's perception of remanufacturing product and environmental problems directly affects the consumers' attitude, and then the attitude impacts on purchase intention. Finally, some reasonable advices are raised to guide consumers to buy remanufactured products and broaden market.