A Study on the Impact of China’s Agricultural Poverty Alleviation Labels on Consumer Purchase Intentions in the Context of Live E-commerce

• 영문명: A Study on the Impact of China’s Agricultural Poverty Alleviation Labels on Consumer Purchase Intentions in the Context of Live E-commerce
• 발행기관: 한국유통과학회
• 저자명: Shuangyang YU Han-Hsing YU
• 간행물 정보: 『유통과학연구(JDS)』제22권 제3호, 11~19쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.03.30

영문 초록

Purpose: This study aims to explore the mechanism by which poverty alleviation labels influence purchase intentions in the e-commerce environment, as well as the role of mediating factors within this process. Research Design, Data, and Methodology: The research employs a questionnaire survey method, targeting a sample of 1668 consumers in Anhui Province, China. It focuses on understanding the impact of poverty alleviation labels on e-commerce platforms and the involvement of mediating factors like capability trust, benevolence trust, and honesty trust in this relationship. Results: The results indicate that poverty alleviation labels on e-commerce platforms significantly enhance consumers' purchase intentions. Regression analysis validates the positive impact of poverty alleviation labels on purchase intentions, capability trust, benevolence trust, and honesty trust, revealing the existence of mediating effects. Conclusions: The study provides empirical support for e-commerce poverty alleviation marketing, emphasizing the importance of focusing on and strengthening consumer trust in products. It offers profound insights for both academic research and practical operations in related fields. However, the research is limited to Anhui Province, and future studies could consider expanding the sample size to gain a deeper understanding of regional and cultural variations. Additionally, further research is encouraged to explore the applicability of the findings to other sales channels.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Results

5. Discussion

6. Conclusion

References

키워드

Poverty Alleviation Labels Purchase Intentions Capability Trust Benevolence Trust Honesty Trust