Consumer Purchasing Behavior for Remanufactured Electronic Products from Online Channels and Influencing Factors

Abstract

Against the backdrop of advancing the "dual carbon" strategy and deepening digital economy development, the remanufacturing industry—core to the circular economy—has embraced promising growth opportunities. Online channels have become crucial sales platforms for remanufactured electronics. However, the current online market faces challenges including low purchase conversion rates, consumer distrust, and cognitive biases, which hinder high-quality industry development. This study investigates the influence mechanisms of online remanufactured electronics purchasing behavior, focusing on the mediating role of purchase attitudes in perceived value, online trust, perceived risk, and purchasing behavior. Using a questionnaire survey method, 1,268 valid samples were collected. SPSS 26.0 and AMOS 24.0 software were employed to validate questionnaire validity through content validity testing, exploratory factor analysis (EFA), and confirmatory factor analysis (CFA). Mediation effect analysis was conducted to examine the transmission effects of purchase attitudes. The questionnaire demonstrates strong content and structural validity, with a KMO value of 0.882 and a cumulative variance contribution rate of 73.52%. All items exhibit factor loadings above 0.6. Purchase attitude functions as a single mediator among perceived value, online trust, perceived risk, and purchase behavior, with perceived value showing the most significant effect (indirect effect = 0.187, p < 0.01), followed by online trust (indirect effect = 0.162, p < 0.01), while perceived risk has the weakest effect (- 0.145, p < 0.01). Purchase attitude serves as the critical bridge connecting core influencing factors to purchase behavior. The refined questionnaire provides a reliable tool for subsequent research, and its findings offer actionable insights for online remanufacturing electronics enterprises to optimize marketing strategies and enhance consumer conversion rates.