Obadă Daniel-Rareș, Dabija Dan-Cristian, Fârte Gheorghe-Ilie
Alexandru Ioan Cuza University of Iași, Faculty of Philosophy and Socio-Political Sciences, Department of Communication Sciences and Public Relations, Romania.
Babeș-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing, Romania.
Heliyon. 2024 Feb 15;10(4):e26475. doi: 10.1016/j.heliyon.2024.e26475. eCollection 2024 Feb 29.
Russia's invasion of Ukraine had a negative impact worldwide, causing a severe energy crisis that also affected EU countries, which are now involved in combating the growing energy prices while also speeding up the deployment of renewable energy sources. This armed conflict impacted the electronic components supply chain, causing high prices and disruption for different raw materials, resulting in material shortages for electronic components and affecting electronic product (EP) manufacturing. Since the start of the geopolitical crisis due to the Russo-Ukrainian War, (dis)information has been disseminated via social media, affecting users' cognition, attitudes, and behavioral intentions. Therefore, this paper aims to assess the impact of social media usage, Russo-Ukrainian war fear, consumers' green values, perceived quality, usage enjoyment, and product image on consumers' purchase intention toward recycled electronic products. Based on the Stimulus-Organism-Response (SOR) approach, the authors propose a conceptual model highlighting the factors that enhance consumers' purchase intentions towards recycled electronic products. The model is tested empirically via quantitative-based research, with data collected from Romania, a close neighbor of the armed conflict, and assessed employing with structural equations modeling via SmartPLS 3.0. Results confirm that social media usage, consumers' green values, and the Russo-Ukrainian war fear do enhance consumers' image of recycled electronic products, thus leading to their increased purchase intention. The novelty of this paper consists in extending the SOR-based research regarding consumers' behavioral intentions toward buying recycled electronic products in the context of the Russo-Ukrainian war. The study highlights important managerial implications for both the electronic industry and retailers selling such goods.
俄罗斯对乌克兰的入侵在全球范围内产生了负面影响，引发了严重的能源危机，这也影响到了欧盟国家，这些国家目前既要应对不断上涨的能源价格，又要加快可再生能源的部署。这场武装冲突影响了电子元件供应链，导致不同原材料价格上涨和供应中断，造成电子元件材料短缺，影响了电子产品的制造。自俄乌战争引发地缘政治危机以来，（不实）信息通过社交媒体传播，影响了用户的认知、态度和行为意图。因此，本文旨在评估社交媒体使用、对俄乌战争的恐惧、消费者的绿色价值观、感知质量、使用乐趣和产品形象对消费者购买回收电子产品意愿的影响。基于刺激-机体-反应（SOR）方法，作者提出了一个概念模型，突出了增强消费者购买回收电子产品意愿的因素。该模型通过基于定量的研究进行实证检验，数据来自武装冲突的邻国罗马尼亚，并使用SmartPLS 3.0通过结构方程模型进行评估。结果证实，社交媒体的使用、消费者的绿色价值观以及对俄乌战争的恐惧确实提升了消费者对回收电子产品的形象，从而导致他们购买意愿的增加。本文的新颖之处在于在俄乌战争背景下扩展了基于SOR的关于消费者购买回收电子产品行为意图的研究。该研究突出了对电子行业和销售此类商品的零售商的重要管理启示。
