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Web of Proceedings - Francis Academic Press

A Study on the Influence of Poverty Alleviation Label and Comment Quantity on Consumers' Purchase Intention

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DOI: 10.25236/ICSM.2019.057

Author(s)

Yan Jinjiang, Bai Ling, Huang Lu, Zhou Liying, Wang Jingyou

Corresponding Author

Huang Lu

Abstract

In recent years,China keeps pace with The Times to adjust the poverty alleviation ideas and establish the poverty alleviation model of e-commerce with the rapid development of the Internet and e-commerce. This study focuses on whether and how consumers are influenced by poverty alleviation information and product evaluation information when they make purchase decisions on poverty alleviation products under the poverty alleviation background of e-commerce. In order to study this problem, this paper use Uses and Gratification theory, emotion and functional and other theories, and adopts the method of 2×2 group comparison experiment. To explore the influence of large and small quantity of evaluation, poverty alleviation label and absence on consumers' purchase intention, and the mechanism of the influence. Through experiments, this paper finds that poverty alleviation label will significantly increase consumers' purchase intention, and this effect is mediated by the satisfaction degree of consumers' emotional appeals and functional appeals. At the same time, this study also found that the impact of poverty alleviation label on consumers' purchase intention depends on the quantity of goods evaluated.

Keywords

Poverty alleviation by E-commerce ; Purchase intention ; Uses and Gratification; Poverty alleviation Label ; Response Quantity; Emotional and functional demand