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

Abstract

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

Shi Jing, Zhu Qinghua. A Research into the Mechanism of How Multi-source Quality Information Influences Online Sales of Remanufactured Products[J]. Management Review, 2021, 33(11): 199-208.

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