Intelligent Innovative Logistics Model of Rural E-commerce on Consumer Behaviors

Abstract

BackgroundThe integration of intelligent logistics models in rural e-commerce has significantly enhanced the convenience of online shopping for consumers and has concurrently bolstered the sales volume of e-commerce platforms. However, the proliferation of excessive shopping behaviors, potentially indicative of consumer mania, raises concerns. Mania is a psychological vulnerability often triggered by anxiety. This study aims to investigate the influence of the intelligent logistics model in rural e-commerce on consumer mania.Subjects and MethodsThe study involved 80 consumers from rural areas within a specific province, selected based on statistically significant variations in their online shopping habits. The participants were divided equally into an experimental group and a control group. Prior to and post the three-month experiment, both groups were assessed using the SCL-90 self-test scale. During the experiment, the control group employed traditional logistics distribution, while the experimental group utilized intelligent logistics distribution.ResultsSignificant differences were observed in the scores of obsessive-compulsive disorder (OCD), depression, anxiety, hostility, and terror disorder before and after the experiment (P<0.01). Moreover, two factors, namely interpersonal relationships, and paranoia, exhibited significant differences (P<0.05). Notably, there was no considerable difference in somatization symptoms and psychiatric symptoms (P>0.05).ConclusionsIntelligent innovative logistics mode will have an impact on consumers’ mania. Convenient online shopping logistics mode not only aggravates consumers’ excessive shopping behavior but also aggravates consumers’ anxiety and mania.AcknowledgementThe Postgraduate Research & Practice Innovation Program of Jiangsu Province (No. CXZZ13-0709).