What Drives Rural Consumers to Change E-Commerce Attitude and Adopt E-Commerce through the Moderating Role of Corporate Social Responsibility in an Emerging Market? An Empirical Investigation in the Chinese Context
DC Field | Value | Language |
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dc.contributor.author | Wang, Mengmeng | - |
dc.contributor.author | Yang, Wenjie | - |
dc.date.accessioned | 2022-01-04T00:40:28Z | - |
dc.date.available | 2022-01-04T00:40:28Z | - |
dc.date.created | 2021-12-05 | - |
dc.date.issued | 2021-12 | - |
dc.identifier.issn | 2071-1050 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/83111 | - |
dc.description.abstract | The present study aims to introduce a comprehensive framework that may help to better understand how to make rural consumers hold a favorable attitude and enhance their willingness to adopt e-commerce. To empirically assess the hypotheses posited in this paper, we started by conducting a qualitative interview-based study of 104 rural consumers. This analysis elucidates new problems or challenges faced by rural consumers in impoverished areas after several years of experience in e-commerce. To further understand the service quality and cultural context effects, we conducted a quantitative study in 434 rural consumers in relatively underdeveloped areas of China. Using a partial least squares of structural equation modeling (SEM) approach through smart PLS, this study empirically tested the hypotheses posited in the paper. The SEM results demonstrate a positive relationship between logistics and training service quality, subjective norms, self-efficiency sense, and rural consumers’ attitudes toward e-commerce platforms, which in turn positively con-tributes to their willingness to engage in word-of-mouth e-commerce promotion. In addition, it is shown empirically that corporate social responsibility positively moderates the effects of logistics and training services, subjective norms, and attitudes toward the use of e-commerce platforms. The findings from these two studies contribute to a better understanding of, and have major implications for, successful e-commerce entrepreneurial practices in areas undergoing the process of transition to an important emerging e-commerce marketplace. © 2021 by the authors. Licensee MDPI, Basel, Switzerland. | - |
dc.language | 영어 | - |
dc.language.iso | en | - |
dc.publisher | MDPI | - |
dc.relation.isPartOf | SUSTAINABILITY | - |
dc.title | What Drives Rural Consumers to Change E-Commerce Attitude and Adopt E-Commerce through the Moderating Role of Corporate Social Responsibility in an Emerging Market? An Empirical Investigation in the Chinese Context | - |
dc.type | Article | - |
dc.type.rims | ART | - |
dc.description.journalClass | 1 | - |
dc.identifier.wosid | 000734585300001 | - |
dc.identifier.doi | 10.3390/su132313148 | - |
dc.identifier.bibliographicCitation | SUSTAINABILITY, v.13, no.23 | - |
dc.description.isOpenAccess | N | - |
dc.identifier.scopusid | 2-s2.0-85120171887 | - |
dc.citation.title | SUSTAINABILITY | - |
dc.citation.volume | 13 | - |
dc.citation.number | 23 | - |
dc.contributor.affiliatedAuthor | Wang, Mengmeng | - |
dc.contributor.affiliatedAuthor | Yang, Wenjie | - |
dc.type.docType | Article | - |
dc.subject.keywordAuthor | Attitude | - |
dc.subject.keywordAuthor | Corporate social responsibility | - |
dc.subject.keywordAuthor | Elaboration likelihood model | - |
dc.subject.keywordAuthor | Logistics service | - |
dc.subject.keywordAuthor | Self-efficiency sense | - |
dc.subject.keywordAuthor | Subjective norms | - |
dc.subject.keywordAuthor | Training service | - |
dc.subject.keywordAuthor | Word-of-mouth | - |
dc.subject.keywordPlus | LOGISTICS SERVICE QUALITY | - |
dc.subject.keywordPlus | COMMON METHOD VARIANCE | - |
dc.subject.keywordPlus | SELF-EFFICACY | - |
dc.subject.keywordPlus | BEHAVIORAL INTENTION | - |
dc.subject.keywordPlus | POVERTY ALLEVIATION | - |
dc.subject.keywordPlus | SUBJECTIVE NORM | - |
dc.subject.keywordPlus | CUSTOMER SATISFACTION | - |
dc.subject.keywordPlus | MEDIATING ROLE | - |
dc.subject.keywordPlus | TECHNOLOGY | - |
dc.subject.keywordPlus | IMPACT | - |
dc.relation.journalResearchArea | Science & Technology - Other Topics | - |
dc.relation.journalResearchArea | Environmental Sciences & Ecology | - |
dc.relation.journalWebOfScienceCategory | Green & Sustainable Science & Technology | - |
dc.relation.journalWebOfScienceCategory | Environmental Sciences | - |
dc.relation.journalWebOfScienceCategory | Environmental Studies | - |
dc.description.journalRegisteredClass | scie | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
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