Abstract
This study tests and verifies the main factors influencing consumers’ intention to purchase and the marketing strategy of remanufactured new-energy automobile parts in China. The revised model of Theory of Reasoned Action is used to study the factors influencing consumers’ intention to purchase. The main factors influencing consumer purchase intention of remanufactured new-energy automobile parts in China are identified through correlation analysis of factors including subjective norms, attitudes, face consciousness, brand extension, and perceived risk. Through market segmentation, consumers in China are divided into three types: passive-accepted, brand-driven, and green-consuming; the marketing strategy is developed accordingly. This study provides theory and decision-making basis for remanufactured new-energy automobile parts markets.
Highlights
2.1.1. eory of Reasoned Action Model. e eory of Reasoned Action (TRA) states that subjective norms and attitudes determine behavioral intentions
Consumers perceive that there are high risks associated with purchasing remanufactured new-energy auto parts. erefore, the effect of brand extension, face consciousness, and perceived risk is added to the revised TRA model (Figure 2)
Many consumers still consider remanufactured products to be inferior to the original manufactured versions. is is because consumers do not trust the manufacturers enough, due to the inefficiency of the social credit system. erefore, the establishment and implementation of Subjective norms are positively associated with Chinese consumer intentions to purchase remanufactured newenergy auto parts
Summary
Subjective Norms and Chinese Consumer Intentions to Purchase Remanufactured New-Energy Auto Parts. H1: subjective norms are positively associated with Chinese consumer intentions to purchase remanufactured new-energy auto parts. H4: brand extension is positively associated with Chinese consumer intentions to purchase remanufactured new-energy auto parts. H2: attitude is positively associated with Chinese consumer intentions to purchase remanufactured new-energy auto parts. H3: face consciousness is positively associated with Chinese consumer intentions to purchase remanufactured new-energy auto parts. Perceived Risk and Chinese Consumer Intentions to Purchase Remanufactured New-Energy Auto Parts. Consumers’ perception of risk before purchasing remanufactured new-energy auto parts is very high, due to the current lack of product recognition and market acceptance. H5: perceived risk is negatively associated with Chinese consumer intentions to purchase remanufactured new-energy auto parts
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