Price and quality of remanufactured products related to consumer behaviour

摘要

The purpose of this study is to explore the purchase behaviour of consumers as it relates to the price and quality of remanufactured products. This study utilises the theoretical framework of the theory of reasoned action to analyse the following variables: two independent variables such as quality and price, one moderating variable such as purchase intention, one mediating variable such as income, and one dependent variable such as purchase behaviour. The research sample consisted of 451 participants. The data collection period took place over a four-week period at train stations and shopping malls in Shanghai, China. The results conclude that the purchase behaviour of consumers for remanufactured product is affected by their purchase intention. Also, the income of consumers moderates the effect between their purchase intention and purchase behaviour. Furthermore, price affects the purchase intention of consumers while quality does not affect their purchase intention as much as the product's price.