The Consumer Purchase Process For Remanufactured Products

In recent years,the rapid development of the economy brought the increasing number of waste products,resulting in excessive waste of resources,making the carrying capacity of the ecological environment is seriously inadequate.In this regard,the conservation of resources,the protection of the environment,the development of circular economy has become our urgent requirement,the development of products,"the second value" is particularly important,remanufacturing become an effective way to solve this problem.To promote the good development of the remanufacturing industry,the government has promulgated the "2015 circular economy promotion plan","on the issuance of remanufactured products" trade-in "pilot implementation of the pilot notice" policy to support the remanufacturing industry.However,the remanufactured product is different from the new product,which has a special property of "secondary use".This attribute leads to lower market acceptance of remanufactured products by consumers.Compared to the booming development of industrial remanufactured product,remanufactured daily necessaries hasn't been well received due to its special property.The paper will focus on the purchasing process,uses the basic method of grounded theory,based on effective consumer comments collected from online forums,to explore the buying inherent law of remanufactured product and main influences.This study finds that:(1)During the customers purchasing process,forming attitude,perceiving value,purchasing choice and evaluation make a main line,which has some common characters and complicated multistage decision.Firstly,customers will decide put remanufactured product into the alternative solutions or not.And then compare some remanufactured product and new product.(2)In the first phase of the multistage decision,if the consumer has a positive attitude to remanufactured product,then the remanufactured product may be put into the program candidate set,otherwise,it may be directly refused to buy.It can be seen that the attitude of consumers to remanufacturing products has a leading role in purchasing decisions.The attitude of consumers to remanufacturing products includes three dimensions: trust degree,psychological acceptability and personal consumption view of remanufactured products.(3)In the phase of program evaluation,customer delivered value can be used as a measure of perceived value,which deter whether the consumer buy the remanufactured product or not.If the perceived value of remanufactured product bigger than new products,consumer will buy the remanufactured product.Otherwise,will buy new products.(4)Post-purchase evaluation will also affect the attitude of consumers on the remanufactured products,on the one hand a direct impact on their re-examine the attitude,on the other hand through the word of mouth to spread the impact of others on the product awareness,and thus affect the formation of attitude.In this study,the theory of purchasing behavior of remanufactured product has been improved and expanded,this study also provides some suggestions for the improvement of sales performance in the remanufactured daily necessaries.