Extended TPB model to understand consumer “selling” behaviour: Implications for reverse supply chain design of mobile phones
Extended TPB model to understand consumer “selling” behaviour: Implications for reverse supply chain design of mobile phones
复制标题
扩展TPB模型以了解消费者“销售”行为：对手机逆向供应链设计的启示
DOI：
10.1108/apjml-09-2016-0159
复制
发表时间：
2017
期刊：
影响因子：
--
通讯作者：
Anita Kumar
中科院分区：
文献类型：
--
作者：
Anita Kumar
目的
许多关于逆向供应链管理的学术研究侧重于开发管理退货和提取价值的概念和操作模型，但在很大程度上忽视了消费者销售行为，而消费者销售行为是逆向供应链的起点。本文的目的是从两个角度来理解和分析德里NCR手机的逆向供应链设计：第一，消费者销售手机的动机和意图；第二，通过有组织和非正式渠道的退货管理过程。
设计/方法/方法
它首先使用调查方法和计划行为理论(TPB)模型来了解和分析消费者的回收意图，然后使用深度访谈方法来获得绘制逆向供应链设计所需的定性见解。
发现
在扩展的TPB模型中，态度在责任感和控制感的中介作用下，比主观规范和利益对回收行为的影响更大。这些定性的见解引起了人们对非正式和有组织的回收渠道的设计、配置和管理的关注，这些渠道虽然有很大差异，但仍然相关和共存，特别是在新兴经济体的背景下。
研究限制/影响
它提出了一个扩展的TPB模型来理解消费者的销售行为，该模型可以帮助企业规划和处理其在反向供应链中的需求-供应机制。
社会影响
这项研究呼吁印度政府和其他主要利益攸关方采取积极主动的干预措施，以规范和简化印度的电子电气废物管理。
原创性/价值
本研究定位于物流与市场营销的交界处，以了解并创造高价值产品的可持续逆向供应链设计。
Purpose
Many academic studies on reverse supply chain management have emphasised on the development of conceptual and operational models for managing returns and extracting value, but have largely ignored the consumer selling behaviour, the starting point of a reverse supply chain. The purpose of this paper is to consider a twofold perspective to understand and analyse the reverse supply chain design of mobile phone in Delhi NCR: first, motivation and intentions of consumer selling their mobile phones and second, the returns management process through the organised and informal channels.
Design/methodology/approach
It first utilises a survey methodology and the theory of planned behaviour (TPB) model to understand and analyse the consumers’ intentions to recycle and then employs an in-depth interview methodology to derive qualitative insights needed to plot the reverse supply chain design.
Findings
In an extended TPB model, attitude, mediated by a “sense of duty” and perceived control, has a strong influence on the recycling behaviour than subjective norms and benefits. The qualitative insights draw attention to the design, configuration and management of informal and organised recycling channels that differ significantly, but remain relevant and coexist, especially in the context of emerging economies.
Research limitations/implications
It proposes an extended TPB model to understand consumer selling behaviour that can help the companies to plan and handle their demand-supply mechanisms in the reverse supply chain.
Social implications
This study calls for a proactive intervention by the Indian Government and other key stakeholders to regulate and streamline electrical and electronics waste management in India.
Originality/value
This research is positioned at the interface of logistics and marketing to understand and create a sustainable reverse supply chain design for high-value products.