本文選題：綠色信息　切入點：再制造產品　出處：《北京交通大學》2015年碩士論文　論文類型：學位論文

【摘要】：再制造(remanufacturing)是一種新型的、綠色的生產理念和制造方式,在其生產過程中突出了經濟效益和節(jié)能環(huán)保優(yōu)勢,因此得到了國家的大力支持；但是綠色信息宣傳不到位,造成消費者對再制造業(yè)的不了解和不認可。國內外對再制造綠色信息影響消費者購買意向的研究甚少,更缺乏從節(jié)能信息、節(jié)材信息、減排信息對消費者的購買意向影響的實證研究。因此,本文從消費者角度研究再制造品的節(jié)能信息、節(jié)材信息和減排信息對再制造品購買意向的影響路徑及機理。 本文基于再制造品節(jié)能、節(jié)材、減排三方面的綠色信息,運用感知價值理論,引入感知價值和綠色信任作為中間變量及綠色認證作為調節(jié)變量,在此基礎上構建出綠色信息對中國消費者再制造產品購買意向的影響模型。選用再制造筆記本為實驗物品,通過問卷調查的實證方式,在北京地區(qū)獲取497份有效問卷,運用SPSS18.0和Amos17.0對匯總后數(shù)據(jù)進行描述性統(tǒng)計分析、運用結構方程對概念模型進行分析、運用層次回歸對調節(jié)效應進行分析,從而驗證本文所提出的理論假設。在實證的基礎上對模型進行相關修正,確定了最終的綠色信息對中國再制造消費者購買意向的影響模型。 研究結果表明：再制造品的節(jié)能信息、節(jié)材信息和減排信息正向影響消費者的感知價值,其中減排信息影響最大；再制造品的節(jié)能信息、節(jié)材信息和減排信息均對消費者的綠色信任有正向影響,其中節(jié)材信息的影響最大；消費者對再制造品的感知價值與購買意向正相關,與綠色信任正相關；消費者對再制造品的感知價值與綠色信任正相關；綠色認證能夠加強節(jié)能信息和節(jié)材信息對綠色信任的影響。 基于實證研究結果,本文提出了相應的提高消費者對再制造品的認知和購買的對策建議,為再制造品的企業(yè)制定相關包裝和營銷策略提供一定的理論依據(jù)。
[Abstract]:Remanufacturing is a new, green production concept and manufacturing method, which highlights the advantages of economic benefits and energy saving and environmental protection in its production process, so it has been greatly supported by the state; however, the green information propaganda is not in place. This causes consumers' lack of understanding and recognition of the re-manufacturing industry. There is little research at home and abroad on the impact of green information on remanufacturing on consumers' purchasing intentions, and even less information on energy conservation and material conservation. Therefore, from the perspective of consumers, this paper studies the influence path and mechanism of energy saving information, material saving information and emission reduction information on the purchase intention of remanufactured products from the perspective of consumers. Based on the green information of energy saving, material saving and emission reduction of remanufactured products, using the theory of perceived value, this paper introduces perceived value and green trust as intermediate variables and green certification as regulatory variables. On the basis of this, a model of the influence of green information on the remanufacturing intention of Chinese consumers is constructed. 497 valid questionnaires are obtained in Beijing by using remanufactured notebooks as experimental items. SPSS18.0 and Amos17.0 are used to analyze the collected data, the conceptual model is analyzed by structural equation, and the adjustment effect is analyzed by hierarchical regression. In order to verify the theoretical hypothesis proposed in this paper, the model is revised on the basis of empirical analysis, and the final green information model is established to determine the impact of green information on the purchase intention of Chinese remanufacturing consumers. The results show that the energy saving information, material saving information and emission reduction information of remanufactured products have a positive impact on the perceived value of consumers, among which emission reduction information has the greatest impact. Material saving information and emission reduction information have a positive impact on green trust of consumers, among which the impact of material saving information is the greatest, and consumer perceived value of remanufactured products is positively related to purchase intention, and positively related to green trust. Consumers' perceived value of remanufactured products is positively related to green trust, and green certification can enhance the influence of energy saving information and material saving information on green trust. Based on the results of empirical research, this paper puts forward corresponding countermeasures and suggestions to improve consumers' cognition and purchase of remanufactured products, and provides some theoretical basis for enterprises to formulate packaging and marketing strategies.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F424;F713.55

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本文編號：1583067