Research on the influencing factors of agricultural product purchase willingness in social e-commerce situation

• Autores: Linlin Liu, Shibo Qin, Fangyuan Xing, Jianying Zuo, Ahlam Al Ethawi
• Localización: Applied Mathematics and Nonlinear Sciences, ISSN-e 2444-8656, Vol. 7, Nº. 2, 2022, págs. 999-1012
• Idioma: inglés
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• Resumen

  • From the perspective of social e-commerce, this paper discusses the influencing factors and mechanism of purchase in-tention of agricultural products. Based on the stimulus–organism–response model, this paper constructs the relationshipmodel of agricultural product characteristics, social trust, social stickiness, social support, social interaction, consumerperceived value and consumer purchase intention; the related hypotheses are found, and the hypothesis and the structuralmodel are verified by analysing the data. The results show that the characteristics of agricultural products, social stickiness,social support, social interaction and consumer perceived value are the key factors that influence the purchase intention ofagricultural products. Perceived value is the intermediary mechanism of social stickiness, social support, social interactionand purchase intention.