Research on User Behavior of Online E-Waste Reycling Platform

Abstract

This paper mainly discusses the impact factors of users' willingness and behavior to use online e-waste recycling platform. After analyzing domestic and abroad online e-waste platforms, and the integrated technology acceptance and usage model, perceived risk theory, this paper puts forward five factors that will affect the intention and behavior of that platform, namely: performance expectancy, effort expectancy, social factors, perceived risk, and marketing stimulation. Meanwhile, direct experience and indirect experience may have a moderating effect on the influencing factors. On this basis, this paper puts forward the framework of each factor and their impact on user's intention and behavior. Then, the scale of research variables is developed. In this paper, a total of 255 samples were collected and analyzed by descriptive statistics, reliability and validity analysis and structural equation modeling. The empirical results show that performance expectancy, effort expectancy, marketing stimulation will have a positive impact on the user's recycling intention, and perceived risk will have a negative impact on the user's recycling intention. Direct experience of users will have a significant moderating effect on effort expectancy, perceived risk, and marketing stimulation on the path of the user’s recycling intention, while the indirect experience doesn’t moderate the path of the user’s recycling intention. After that, this paper does a case study of the website huishoubao.com and offers suggestions to online e-waste platforms like huishoubao.com based on the case and the conclusion this paper draws up above. In practice, studying online recycling behavior of consumers and exploring how to encourage consumers to use online e-waste recycling platform can help obtain economic benefits for customers, stabilize the supply of e-waste products for legal recycling and processing enterprises, and to protect the environment. In theory, this paper makes up for the blank of the factors that influence the user's intention and behavior of online e-waste recycling platforms, and makes a further study on the moderating variables.