Authors: Wong Ming Wong; Xian-Yang Zeng
Addresses: Business School, Shantou University, 243 DaXue Road, Shantou Guangdong 515063, China ' Business School, Shantou University, 243 DaXue Road, Shantou Guangdong 515063, China
Abstract: 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.
Keywords: product price; product quality; remanufactured products; purchase intention; purchase behaviour; consumer behaviour; income; theory of reasoned action; China.
International Journal of Trade and Global Markets, 2015 Vol.8 No.1, pp.17 - 26
Published online: 12 Mar 2015 *Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article