摘要：The remanufacturing industry can realize sustainability by saving resources and protecting the environment. The remanufactured products have a high similarity with the new products, and how they affect consumers’ evaluation of the new products is an important issue. This paper discusses the relationship between the similarity of remanufactured products and consumers’ willingness to purchase new products, with a mediating effect of perceived quality and a moderating effect of brand reputation. The empirical analysis based on 498 valid samples shows our conclusions below. First, the similarity of remanufactured products has a significant negative impact on the purchase intention of new products. Second, the perceived quality of new products plays a partial mediating role between similarity and purchase intention. Third, brand reputation negatively moderates the relationship between the similarity of remanufactured products and the perceived quality of new products. Furthermore, brand reputation also moderates the mediating effect of the similarity of remanufactured products on the purchase intention of new products through the perceived quality of new products. This paper suggests a new perspective for the research of remanufactured products and provides an important reference for the healthy and sustainable development of recycling and remanufacturing industry.
