Constructing The Scale Of Restrictive Factors And Negotiation Strategies Regarding Second-hand Electronic Products Consumption And Investigating Their Relationship Between Purchase Intention And Purchase Behavior

With the development of second-hand internet-trading platforms,second-hand trading of our country.become rejuvenated.In order to further promote the development of second-hand trading as a green consuming behavior,the second-hand electronic products were exemplified to explore the restrictive factors and negotiation strategies of consumer's second-hand consumption,and that the relationship between restrictive factors,negotiation strategies,purchase intentions and purchase behaviors were also investigated.This study referred multiple data including the network data nearly 40,000 words came from Zhihu and deep interview data around 140,000 words counted 24 times totally.After coding and analysis,we obtained 32 restrictive factors and 33 negotiation strategies.On this basis,a five-dimensional restrictive factors structure including 17 items and a three-dimensional negotiation strategies structure including 13 items were obtained after the exploratory factor analysis in the pre-test stage(n=135).In addition,in the formal test stage(n= 475)conducted by the confirmatory factor analysis,the two scales were verified.A second-hand electronic product consumption restrictive factor scale and a second-hand electronics consumption negotiation strategy scale were constructed in this research.The five restrictive factors are divided into performance barriers,market barriers,product knowledge barriers,time barriers,and psychological barriers;the three negotiation strategy factors are divided into purchase flow negotiation,product selection negotiation,and diverse channel negotiation.In order to explore the relationship among the restrictive factors,negotiation strategies,purchase intentions and purchase behaviors,the structural equations was utilized to investigate the relationship of multivariate variables.The following conclusions can be confirmed that restrictive factors directly influence the purchase intention and the purchase behavior negatively,and negotiation strategies directly affect the purchase intention positively.Restrictive factors directly affect negotiation strategies positively.Last the purchase intention directly affects the purchase behavior positively.In addition,this study also characterize the consumer psychology of various types of people after a differential analysis.