Stimulating Environmentally Responsible Behavior in Electronic Markets: Perceived Value and eWOM for Refurbished Products
研究通过混合方法识别电子市场中翻新产品感知价值的关键驱动因素，发现感知风险、客户评价、在线信任、零售商可信度、第三方认证和企业社会责任显著影响感知价值，进而驱动电子口碑意愿，且绿色洗白感知和未来后果关注起调节作用。
ABSTRACT This study adopts a mixed‐method approach to examine the key drivers of perceived value for refurbished products in rapidly expanding electronic marketplaces. Through in‐depth interviews and focus groups, key antecedents are identified, followed by conceptual model testing using the stimulus–organism–response framework. Quantitative analysis is conducted using covariance‐based structural equation modeling and artificial neural networks. The results revealed that perceived risk, customer reviews, online trust, retailer credibility, third‐party seal, and corporate social responsibility significantly shape perceived value, which in turn drives electronic word‐of‐mouth intentions. Additionally, greenwashing perceptions and concern for future consequences moderate these relationships. The study offers theoretical and practical insights for enhancing consumer engagement in electronic marketplaces for refurbished products.