KNOWLEDGE INFLUENCE ON PURCHASE INTENTION TOWARDS REMANUFACTURED MOBILE PHONES

Consumers’ knowledge exerts great impact on their willingness to make purchase decisions. The present research aims to study the influence of knowledge on perceived risk, perceived value, and purchase intention towards remanufactured mobile phones. Data were collected from randomly selected mobile phone users who were 18 to 50 plus years old. A closed-end questionnaire was used to collect data. SPSS and AMOS were used for the data analysis. Findings indicate positive influence of previous experience, subjective knowledge and perceived value on purchase intention. Perceived risk exerts negative influence on purchase intention. Quality knowledge and price knowledge exert negative impact on perceived risk and positive impact on perceived value. Perceived value is positively influenced by environment knowledge. Theory-based model of this research can be used in future research regarding behavior of consumers in remanufacturing or close-loop supply chain. This research provides new findings regarding knowledge influence on purchase intention towards remanufactured products.