Research On Remanufacturing Product Purchase Intention Based On Word-of-mouth Effect

With the rapid development of economy,the problem of excessive consumption of resources and environmental pollution is not only an important aspect of restricting economic development,but also one of the important problems to be solved now and in the future.Remanufacturing is an advanced form of circular economy.Remanufacturing products can not only make full use of the useful resources in used products,but also save the energy,water and raw materials needed to produce new products,and reduce the development of primary resources.And it is conducive to maintenance and cost reduction.Because remanufacturing is the core of the development of circular economy,remanufacturing products have the advantages of reducing resource consumption and reducing environmental pollution,so remanufacturing has been widely concerned by the government,business circles and academia.Compared with new products,remanufactured products not only have the advantages of reducing costs and raw materials,but also can significantly reduce environmental pollution.In order to promote the development of remanufacturing industry,how to increase the sales volume of remanufactured products is an important problem faced by remanufacturing enterprises.However,in real life,many consumers are not willing to buy remanufactured products,which has become the main factor restricting the vigorous development of remanufacturing enterprises.Therefore,it is important to study the factors that affect the purchase intention of remanufactured products.Based on the present situation,This paper first collects the existing literature,combs and analyzes the scholars' research on the consumer purchase intention of remanufactured products,which mainly focuses on the quality,"green" characteristics and price advantages of remanufactured products.In terms of perceived value and cognition,the research on the influence of word-of-mouth effect on consumers' purchase intention mainly focuses on new products,but no related research on the influence of word-of-mouth effect on consumers' purchase willingness in the field of remanufacturing products is found.Then,the research variables and research assumptions are designed and the data needed by the research are collected through the design questionnaire.Then,after cleaning and screening the collected data,SPSS 20.0 and AMOS 20.0 software are used to test the scientific and accurate hypotheses of this study by using factor analysis and structural equation model method.Finally,it reveals the factors and mechanisms that affect consumers' willingness to buy remanufactured products.The empirical results of structural equation model and bootstrap resampling technique show that the quality of remanufactured products directly and indirectly affects consumers' willingness to buy remanufactured products.Word of mouth is an intermediary variable between the quality of remanufactured products and the willingness of consumers to buy.It has a significant partial intermediary function,which conveys the positive impact of the quality of remanufactured products on consumers' willingness to buy.In addition,from the quality of remanufactured products to the willingness of consumers to buy,it is found that the quality of remanufactured products has an indirect impact on the willingness of consumers to buy through word of mouth,which is greater than the direct impact of the quality of manufactured products on the willingness of consumers to buy.Therefore,in order to improve consumers' willingness to buy remanufactured products,remanufacturing enterprises should not only pay attention to improving the quality of products,but also pay attention to how to spread the quality information of remanufactured products through word of mouth.At the same time,it is more effective to improve consumers' purchase willingness by improving the word-of-mouth level of remanufactured products than by directly improving the quality of remanufactured products.