Consumer Purchasing Intentions and Marketing Segmentation of Remanufactured New-Energy Auto Parts in China

Table 3

Analysis conclusion.

Number	Conclusion	Explanation
1	The theory of reasoned action model shows a certain degree of cross-cultural adaptability.	However, the model needs to be modified when applied to different social and economic environments and to different research objects [33]. In this study, Model 1 proves the validity of the TRA model, while Model 2 is better suited to explaining consumer intentions to purchase remanufactured new-energy auto parts in China.
2	The factors of subjective norm, attitude, face consciousness, and brand extension are positively associated with Chinese consumer intentions to purchase remanufactured new-energy auto parts.	Conversely, perceived risk is negatively associated with Chinese consumer intentions to purchase remanufactured new-energy auto parts. The one special exception is that of the green consumers, with whom the perceived risk is positively associated with purchasing intentions. This is due to the fact that this group of consumers is highly aware of the environmental benefits of remanufactured new-energy auto parts and is therefore willing to bear the perceived risks [34].
3	Brand extension is the most important factor that influences Chinese consumer intentions to purchase remanufactured new-energy auto parts. This factor has the highest coefficient (0.37) with purchase intention in the path diagram.	Remanufactured new-energy auto parts are emerging products in the Chinese market, and they have not yet been fully accepted and recognized by Chinese consumers. In the current market situation, leveraging the recognition and trust of established brands will help the providers of remanufactured products to gain consumer trust and thus increase the level of consumers’ intentions to purchase remanufactured new-energy auto parts [19].
4	According to the analysis detailed above, consumers of remanufactured new-energy auto parts should be segmented into three types, namely, passive-accepting, brand-driven, and green-consuming.	Different marketing strategies should be provided and based upon different consumer needs and characteristics. Among all types of consumers, the passive-accepting consumer group is the largest. This finding indicates low consumer acceptance of remanufactured products at the current stage. On the other hand, green consumers should be the target market for suppliers of remanufactured new-energy auto parts [35]. A same conclusion is also obtained in the authors’ another research on consumers’ purchase intention on remanufactured products [33].