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<p>From the perspective of social e-commerce, this paper discusses the influencing factors and mechanism of purchase intention of agricultural products. Based on the stimulus–organism–response model, this paper constructs the relationship model of agricultural product characteristics, social trust, social stickiness, social support, social interaction, consumer perceived value and consumer purchase intention; the related hypotheses are found, and the hypothesis and the structural model 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 of agricultural products. Perceived value is the intermediary mechanism of social stickiness, social support, social interaction and purchase intention.</p>
</abstract>

From the perspective of social e-commerce, this paper discusses the influencing factors and mechanism of purchase intention of agricultural products. Based on the stimulus–organism–response model, this paper constructs the relationship model of agricultural product characteristics, social trust, social stickiness, social support, social interaction, consumer perceived value and consumer purchase intention; the related hypotheses are found, and the hypothesis and the structural model 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 of agricultural products. Perceived value is the intermediary mechanism of social stickiness, social support, social interaction and purchase intention.

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

Beijing University of Posts and Telecommunications

Yunnan University of Finance and Economics

Business Administration, College of Administrative Sciences

Applied Mathematics and Nonlinear Sciences

This work is licensed under the Creative Commons Attribution 4.0 International License.

From the perspective of social e-commerce, this paper discusses the influencing factors and mechanism of purchase intention of agricultural products. Based on...

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

Published Online: Jul 22, 2022

Page range: 999 - 1012

DOI: https://doi.org/10.2478/amns.2021.2.00210

Keywords
Social e-commerce, willingness to buy agricultural products, SOR model, social stickiness, social support

© 2022 Linlin Liu et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

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

Published Online: Jul 22, 2022

Page range: 999 - 1012

DOI: https://doi.org/10.2478/amns.2021.2.00210

KeywordsSocial e-commerce, willingness to buy agricultural products, SOR model, social stickiness, social support

© 2022 Linlin Liu et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
Social e-commerce, willingness to buy agricultural products, SOR model, social stickiness, social support