The Influencing Factors of E-Commerce Agricultural Sales on Chongqing Consumers' Purchase Intention in the Era of New Social Media
Keywords:
E-Commerce Agricultural Sales, Purchase Intention, New Social MediaAbstract
With the advent of e-commerce, a new model has surfaced-community e-commerce. This model fosters a community of users with shared interests and values, offering targeted content marketing to cater to their specific needs. By investigating the factors that shape customers' purchasing decisions on community e-commerce platforms, we can unearth invaluable insights into the sustainable growth of this model. Agricultural retailers are confronted with customer attrition due to channel integration. Therefore, providing a consistent online shopping experience in an omnichannel environment has become necessary to meet customers' expectations. The study, encompassing 385 respondents, underscores that consumers’ online purchase intention on e-commerce agricultural sales in the era of new social media is influenced by their motivation, perceived value, and perceived attitude, thereby highlighting the significance of these factors in shaping consumer behavior.References
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