Research On The Willingness To Buy Second-hand Products Based On Signal Theory

The Ninth National Congress of the Communist Party of China proposed a "Beautiful" new goal for China's modernization construction.This goal once again emphasized the importance of "greenness" in China's economic development.Second-hand goods trading is a typical “green” consumption that can effectively increase the utilization rate of social resources,play an active role in protecting the ecological environment,and promote China's green development.However,China's second-hand product trading market is limited in size now,and there are still some potential markets to be developed.According to related researches,more than 98% of consumers have idle items.Of the 327 survey samples,91.01% said that they may purchase used products in the future,but only 52.6% have purchased used products.Therefore,it is of practical significance to study what factors will affect consumers' willingness to purchase second-hand products in order to guide market participants on how to improve the secondary trading market and promote sales of used products.In this context,the paper chooses the signal theory as basic theory,comparing the low-time sensitivity products and high time-sensitivity products,3 market signal— — price discounts,seller reputation and brand awareness affect on consumer's second-hand goods willingness to buy,and verify that whether the perceived quality has an intermediate role between market signals and willingness to buy.Besides,testing the influence of consumers' own environmental awareness on the willingness to buy second-hand products,and the decision-making suggestions are put forward..This article mainly uses the combination of experiment and survey questionnaires,with the help of SPSS analysis software,descriptive statistical analysis,reliability analysis,validity analysis,multivariate analysis of variance and regression analysis methods to test whether the assumption is established,the study found that:First,there is a significant positive correlation between the seller's reputation,brand awareness,and low / high time-sensitivity purchase intentions.Second,theimpact of price discounts on the willingness to buy of two types of products is quite the opposite: In low-time-sensitive product types,price discounts are significantly positively correlated with consumers' willingness to buy;On the contrary,in high-time-sensitive product types,price discounts significantly negatively correlated with consumers' willingness to buy.Third,in the low-time-sensitivity product type,perceived quality plays a partial intermediary role between seller's reputation,brand popularity,price discount,and purchase intention;in high-time-sensitive product types,perceived quality is in seller's reputation,price discount,and purchase.The willingness played a partial intermediary role.Perceived quality did not play a partial intermediary role between brand awareness and purchase intention.Fourth,the environmental awareness and the willingness to buy have a significant direct impact with both low and high time sensitivity.Finally,on the basis of the whole thesis,this study further proposes building a sound credit system,conducting extensive brand publicity,providing differentiated product pricing guidance by product type,introducing third-party quality assessment and assurance services,and strengthening the national environment consciousness education and other management suggestions.These suggestions are used to provide guidance and reference for the standardization and further promotion of the secondary product market in China.