Abstract
At present, the rapid development of rural e-commerce in China, many e-commerce enterprises began to open up the rural market, but because of the special rural environment, so that most businesses ignore the real needs of rural consumers. Based on the traditional TAM model, this paper studies the adoption behavior of rural consumers by means of qualitative analysis and empirical research. The results show that rural consumers adopt model affected by three factors: conformist mentality, perceived behavioral control and online shopping experience. It provides decision support for the development of rural E-commerce marketing strategies for e-business enterprise.
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