Modelling consumer behaviour for remanufactured products

Öz

Remanufacturing process converts used products into like-new products in order to recover value-embedded in products. Remanufacturing is beneficial to environment because it reduces level of waste disposal. Besides, remanufacturing enables companies to produce less costly products. Therefore, remanufactured products can be sold to customers with cheaper prices than new ones. Although remanufacturing has been practiced by companies for almost a century, remanufacturing subject recently grasps academic attention in the realm of marketing. Moreover, marketing activities create bottlenecks in the remanufacturing system. The purpose of this study is to develop a consumer behaviour model for remanufactured products. For this reason, two-step modelling approach is used for model building. First measurement model is assessed on construct validity by doing confirmatory factor analysis. Then, structural model is evaluated. Findings show that consumer purchase behaviour for remanufactured products can be depicted by using theory of planned behaviour. As well, perceived risk, perceived benefit, product knowledge and emotion of disgust constructs may have significant influence on consumer behaviour for remanufactured products.

Anahtar Kelimeler

• Remanufacturing,consumer behaviour,theory of planned behaviour,structural equation modelling

Tüketicilerin yeniden üretilmiş ürünleri satınalma davranışlarının modellenmesi

Öz

Yeniden üretim süreci, ürünlerde saklı olan değerin geri kazanılması için, kullanılmış ürünlerin yeniymiş gibi ürünlere dönüştürülmesidir. Yeniden üretim atık oluşumunu azaltması sebebiyle doğaya faydalıdır. Bunun yanında işletmelerin daha düşük maliyetlerde ürün üretmesini sağlar. Dolayısıyla yeniden üretilmiş ürünler yeni ürünlerden daha düşük fiyatlardan satılabilmektedir. Yeniden üretim faaliyetleri yüz yılı aşkın süredir işletmelerce benimsenmesine rağmen, pazarlama biliminin dikkatini son yıllarda çekmektedir. Bunun yanında pazarlama faaliyetleri yeniden üretim sisteminde dar boğaz oluşturmaktadır. Bu araştırmanın amacı yeniden üretilmiş ürünler için tüketici davranışlarının modellenmesidir. Bu amaçla model geliştirmek için iki aşamalı yaklaşım kullanılmıştır. İlk olarak ölçme modelini yapı geçerliliği açısından değerlendirilmek amacıyla doğrulayıcı faktör analizi yürütülmüştür. Daha sonra yapısal model değerlendirilmiştir. Araştırma bulguları tüketicilerin yeniden üretilmiş ürünlere yönelik sayın alma davranışlarının planlı davranış teorisi yardımıyla resmedilebileceğini göstermektedir. Buna ek olarak, algılanan risk, algılanan fayda, ürün bilgisi ve tiksinme duygusu yapılarının tüketici davranışı üzerinde etkili olabileceği ortaya çıkmıştır.

Anahtar Kelimeler

• Yeniden üretim,tüketici davranışları,planlı davranış teorisi,yapısal eşitlik modellemesi

Kaynakça

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