An empirical analysis of consumer motivation towards reverse exchange
本文实证研究消费者参与电子产品逆向交换的意图和原因，结合价值信念规范理论和中性化理论，分析消费者价值观如何影响其参与意愿。
Purpose Despite the growing interest in reverse exchange, studies on the subject from the perspective of consumer participation and motivation remain sparse. Consumers’ participation in reverse exchange is a key component of supply-chain reverse logistics. To address the gap in existing studies, this paper aims to empirically identify the intention and causes of consumer electronic product exchange (EPE). The proposed research model incorporates value-belief-norm and neutralization theories, linking consumers’ values to their intentions to participate in EPE.