再制造产品的挑战:退货政策和渠道结构对降低消费者感知风险的作用

I. Confente, I. Russo, Simone T. Peinkofer, R. Frankel
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引用次数: 8

摘要

虽然再制造产品在文献中代表了一种越来越多的研究现象,但对消费者对此类产品的理解和接受程度知之甚少。本研究在感知风险理论(TPR)的背景下探讨了这一问题,调查了退货政策宽松和分销渠道选择作为促进再制造产品销售的潜在因素。,本研究采用了一个由预测试和基于场景的主实验组成的实验设计,探讨退货政策宽松如何减轻消费者的感知风险,以及他们的相关购买意愿在两种类型的零售分销渠道结构(即实体店和网上店)中的差异。,对两种零售分销渠道环境(即实体店和网上店)中退货政策宽松效果的调查表明,提供宽松的退货政策是提高消费者对再制造产品购买意愿的有效“提示”。虽然先前的文献已经证明,消费者重视对新产品的退货政策宽松,但作者提供了经验证据,证明这种偏好也适用于再制造产品。值得注意的是,这种退货政策偏好在所考虑的两种渠道设置(即实体与在线)中都适用。此外,与作者的预测相反,消费者认为通过这两种渠道销售的再制造产品风险相同,从而强调这两种途径都是再制造产品的合适分销渠道。最后,虽然对新产品的研究为消费者对质量和风险的感知提供了一些初步指导,但该研究为新产品与再制造产品感知风险的差异提供了经验证据。,通过TPR,本研究探讨了两个与供应链管理相关的因素(退货政策和渠道结构)在降低消费者感知风险和提高购买意愿方面所起的作用。通过这样做,本研究回应了在受控实验研究环境中进行更多基于消费者的供应链管理研究的呼吁。
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The challenge of remanufactured products: the role of returns policy and channel structure to reduce consumers' perceived risk
While remanufactured products represent an increasingly researched phenomenon in the literature, not much is known about consumers' understanding and acceptance of such products. This study explores this issue in the context of the theory of perceived risk (TPR), investigating return policy leniency and distribution channel choice as potential factors to foster remanufactured products' sales.,This research utilizes an experimental design composed of a pre-test and a scenario-based main experiment to explore how return policy leniency might mitigate consumers' perceived risk and how their related purchase intention differs across two types of retail distribution channel structures (i.e. brick-and-mortar vs. online).,The investigation into the efficacy of return policy leniency within two retail distribution channel settings (i.e. brick-and-mortar vs. online) illustrates that providing a lenient return policy is an effective “cue” in increasing consumer purchase intention for remanufactured products. While prior literature has established that consumers value return policy leniency for new products, the authors provide empirical evidence that this preference also applies to remanufactured products. Notably, that return policy preference holds true in both channel settings (i.e. brick-and-mortar vs. online) under consideration. Additionally, and contrary to the authors’ predictions, consumers perceived remanufactured products sold via both channel settings as equally risky, thus highlighting that both are appropriate distribution channels for remanufactured products. Finally, while research on new products provides some initial guidance on consumer perceptions of quality and risk, the study provides empirical evidence into the difference of perceived risk with regard to new versus remanufactured products.,By employing the TPR, this research explored the role played by two supply chain management related factors (returns policy and channel structure) in reducing consumer's perceived risk and increasing purchase intention. In doing so, this study answers the call for more consumer-based supply chain management research in a controlled experimental research setting.
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来源期刊
CiteScore
11.20
自引率
10.40%
发文量
34
期刊介绍: IJPDLM seeks strategically focused, theoretically grounded, empirical and conceptual, quantitative and qualitative, rigorous and relevant, original research studies in logistics, physical distribution and supply chain management operations and associated strategic issues. Quantitatively oriented mathematical and modelling research papers are not suitable for IJPDLM. Desired topics include, but are not limited to: Customer service strategy Omni-channel and multi-channel distribution innovations Order processing and inventory management Implementation of supply chain processes Information and communication technology Sourcing and procurement Risk management and security Personnel recruitment and training Sustainability and environmental Collaboration and integration Global supply chain management and network complexity Information and knowledge management Legal, financial and public policy Retailing, channels and business-to-business management Organizational and human resource development Logistics and SCM education.
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