管理评论 ›› 2021, Vol. 33 ›› Issue (11): 199-208.

• 平台经济与价值创造 • 上一篇    

多源质量信息对再制造产品线上销售的影响机理研究

石静, 朱庆华   

  1. 上海交通大学安泰经济与管理学院, 上海 200030
  • 收稿日期:2020-09-01 发布日期:2022-01-12
  • 通讯作者: 朱庆华(通讯作者),上海交通大学安泰经济与管理学院特聘教授,博士生导师,博士。
  • 作者简介:石静,上海交通大学安泰经济与管理学院博士研究生。
  • 基金资助:
    国家自然科学基金重点项目(71632007);国家自然科学基金重大项目(71690241)。

A Research into the Mechanism of How Multi-source Quality Information Influences Online Sales of Remanufactured Products

Shi Jing, Zhu Qinghua   

  1. Antai College of Economics & Management, Shanghai Jiao Tong University, Shanghai 200030
  • Received:2020-09-01 Published:2022-01-12

摘要: 再制造作为循环经济的重要发展模式,能够有效缓解经济持续增长与资源短缺、环境污染严重的矛盾。然而,由于买卖双方缺乏有效的沟通机制,消费者依然对再制造产品的质量持怀疑态度。互联网的发展推动了经济社会数字化转型,也为买卖双方提供了新的沟通渠道。本研究基于信号理论,使用亚马逊平台上的再制造硒鼓交易数据,实证分析不同信号(包括来自三种质量信号源的四种信息)——前期消费者对产品的平均评级、平台的“精选”标签、卖家的承诺与保障——对再制造产品线上销售的影响机理。发现信号的可靠性对再制造产品线上销售有显著的正向影响,表现在来源于已购买消费者和线上平台的质量信息能显著提高后期消费者的购买决策|来源于卖家的承诺与保障信息由于可靠性较低,对再制造产品线上销售的影响有限。

关键词: 再制造, 数字经济, 质量信息, 信号理论, 沟通机制

Abstract: Remanufacturing, as an important development mode of circular economy, can effectively alleviate the contradiction between sustained economic growth, resource shortage and serious environmental problems. However, remanufactured products have low customer acceptance because people are concerned about quality. The development of the internet promotes the digital transformation of economic society, which provides a new communication channel for buyers and sellers. Drawing on the signaling theory, this research uses transaction data from an online marketplace to empirically analyze the mechanism of how three sources of quality information-the average product rating from prior buyers, the featured label from the online platform, and the seller's self-reported quality information-influence online sales of remanufactured products. Results indicate that signal reliability has a significant positive impact on online sales, quality cues from prior buyers and online shopping platform can significantly improve consumers' purchasing decisions. However, self-reported signals from sellers are of lower reliability and have limited influence on online sales.

Key words: remanufacturing, digital economy, quality information, signaling theory, communication mechanism