基于消费者偏好的再制造硒鼓线上平台销售策略研究——以亚马逊平台为例

Sales Strategy Research of Remanufactured Toner Cartridges on Online Platforms Based on Consumer Preferences—Taking the Amazon Platform as an Example

摘要: 本研究旨在深入探讨亚马逊平台上再制造硒鼓的产品信息如何通过不同维度影响销量。研究分析了产品的环保属性、质量信息、买家保障、消费者评价和品牌信息等多个维度，揭示了这些信息对消费者购买决策的潜在影响。研究发现，环保认证和质量信息对销量具有显著的正向影响，能够增强消费者的信任感和购买意图。而环保属性描述则可能因为消费者对其性能和价格的预期产生疑虑，导致销量下降。此外，研究还表明，买家保障政策、品牌信息以及消费者评价中的差评占比，均显著影响产品的销售表现。特别是在再制造产品这种特定类别下，消费者对于产品的信任感和风险规避显得尤为重要。基于这些发现，本研究为再制造产品在电商平台上制定营销策略提供了有力的实证支持。研究结果表明，通过优化产品信息传递、提高透明度以及加强品牌信任的构建，企业可以有效提升再制造产品的市场竞争力，并促进其在电商平台上的销售表现。

Abstract: This study aims to conduct an in-depth investigation into how product information of remanufactured toner cartridges on Amazon influences sales across multiple dimensions. Specifically, the study examines environmental attributes, quality information, buyer protection policies, consumer reviews, and brand information, and reveals their potential impacts on consumer purchase decisions. The results show that environmental certification and quality information have a significant positive impact on sales, as they enhance consumers’ trust and purchase intentions. However, environmental attribute descriptions may lead to a decline in sales, as they can raise consumers’ con-cerns about product performance and price expectations. In addition, the findings indicate that buyer protection policies, brand information, and the proportion of negative reviews significantly affect product sales performance. Particularly in the context of remanufactured products, consumers’ trust and risk aversion play a crucial role in shaping their purchase decisions. Based on these findings, this study provides strong empirical support for developing marketing strategies for re-manufactured products on e-commerce platforms. The results suggest that by optimizing product information presentation, improving transparency, and strengthening brand trust, firms can effectively enhance the market competitiveness of remanufactured products and promote their sales performance on e-commerce platforms.