互联网回收下考虑消费者情感依恋的电子产品以旧换新策略

Trade-In Strategy for Electronic Products Considering Consumers’ Emotional Attachment in Internet-Based Recycling

摘要: 消费者对旧产品存在情感依恋，给以旧换新策略带来新的挑战。本文在互联网回收背景下，考虑消费者情感依恋的电子产品以旧换新策略选择问题，构建主从对策博弈模型，对比分析品牌商实施与电商平台实施以旧换新策略的均衡结果。研究发现：在回收价值相近且情感依恋极端时，双方易陷入策略竞争；而在回收价值差异显著、情感依恋适中且旧产品消费者占比较高时，供应链双方将达到双赢状态。此外，旧产品消费者占比对策略选择具有关键调节作用，其占比越大越能避免“囚徒困境”。本研究将为互联网环境下企业制定差异化以旧换新策略提供理论依据与管理启示，也将为政府推动循环经济与绿色消费政策提供决策参考。

Abstract: Consumers’ emotional attachment to their used products poses new challenges for the design of trade-in strategies. Against the backdrop of Internet recycling, this paper investigates the selection of trade-in strategies for electronic products, considering consumer emotional attachment. A Stackelberg game model is constructed to systematically compare the equilibrium outcomes of two trade-in strategies: manufacturer-implemented and e-platform-implemented. The study finds that when the recycling values are similar and emotional attachment is extreme, both parties easily fall into strategic competition. In contrast, when the recycling values differ significantly, emotional attachment is moderate, and the proportion of installed-base consumers is relatively high, supply chain coordination and win-win outcomes are more likely. Furthermore, the proportion of installed-base consumers plays a key moderating role in strategy selection, as its increase helps narrow the “prisoner’s dilemma” interval. This research provides a theoretical basis and managerial insights for enterprises to formulate differentiated trade-in strategies in the Internet environment, and also offers decision-making references for the government to promote circular economy and green consumption policies.