Abstract: Electronic and electrical waste (e-waste) is growing fast. The purpose of this study is to examine young consumers’ purchase intention of refurbished electronic devices (REDs) such as laptop, tablet, mobile phone and game console. From literature review the factors that influence young consumers’ purchase intention were identified as ‘environmental awareness’, ‘social acceptance’, ‘seller/brand reputation and availability’, and ‘affordability and value’. For each factor a few statements were developed and used as independent variables in a questionnaire. One statement was added about purchase intention as dependent variable. A Pearson correlation coefficient test us showed a clear positive correlation of ‘environmental awareness’ and ‘affordability and value’ with the intention to purchase REDs, but not for the other two factors. This analysis contributes to knowledge on young consumers’ perceptions of refurbished electronic devices and can inform the design of innovative value propositions and new business models for REDs that contribute to a circular economy
MULTIFILE
Whereas there is ample e-commerce research on how online store beliefsand consumer online affective states may influence online purchase intentions, no research so far has examined whether the hierarchy of effects between these concepts differs across product types. In this study, we fill this research gap byexamining the explanatory power of the think-feel-do hierarchy versus the feel-think-do hierarchy in predicting online purchase intentions towards search versus experience products and high involvement versus low involvement products.Hypotheses are formulated and tested using a quasi-field experiment (n = 198)design. The results show the robustness of the think-feel-do hierarchy for three out of four product types (experience, low involvement, high involvement). Remarkably, the results also demonstrate that the formation of online purchase intentions for search products may occur via a more experiential form of online purchase decision-making. Implications of our findings for theory and online store practitioners are discussed.
Cross-border e-commerce is flourishing worldwide and is particularly intriguing because it allows sellers and buyers to regularly cross national borders to distant and distinct countries via the Internet. Marketers need to understand the challenges retailers and consumers may face to develop effective marketing strategies, attract foreign consumers to retailers’ websites, and convert their visits into actual purchases. This dissertation contributes to the growing literature on cross-border e-commerce by examining how e-retailers can shape their marketing strategy to reach foreign consumers who may make a purchase and what drives consumers’ perceptions and preferences before making thatpurchase. To this end, study 1 examines how and to what extent small e-retailers can shape their marketing strategies to increase their use of digital marketing tactics and thereby improve their performance in foreign markets by comparing e-retailers originating from developed and emerging e-commerce markets. Study 2 focuses on how store values and country stereotype perceptions leadto higher trust between consumers and retailers in foreign e-stores, and how this differs for European consumers shopping at U.S. and Chinese e-stores. The thirdstudy addresses why consumers buy from foreign e-stores when they can buy domestically. It examines three different categories of determinants across generational cohorts: e-store characteristics, domain-specific values, and human values. Overall, this dissertation demonstrates the drivers of small retailers’ business performance and consumers’ purchase intentions in cross-bordere-commerce while showing that neither e-retailers nor consumers should be considered uniform or generalizable.
