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 contributes 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.
Highlights
The structural equation modeling (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 contributes to their willingness to engage in word-of-mouth e-commerce promotion
This study proposes that logistics and training service quality, subjective norms, and self-efficiency sense will have a positive impact on rural consumers’ attitude toward e-commerce platforms which in turn is argued to positively shape the willingness of these consumers to engage in word of mouth (WOM)
Our study conceptually and analytically links logistics and training service quality, subjective norms, and self-efficiency sense with consumer attitude and willingness to engage in WOM by incorporating the potential role of corporate social responsibility (CSR) in moderating such relationships, contributing to better understanding and having implications for successful e-commerce entrepreneurial practices in areas undergoing the process of transition to an important emerging e-commerce marketplace
Summary
Approximately 85% of the global population spend less than USD 30.00, two-thirds spend less than USD 10.00, and. Remarkable achievements have been made in reducing global poverty over the past few decades, but the downward trend has slowed down since 2010. Poverty eradication is the biggest challenge globally, and addressing it is an inevitable requirement for adhering to sustainable development [2]. Governmental departments and non-governmental organizations (NGOs) of different countries have attempted to eliminate poverty in various forms using different methods. Many international organizations, such as the United Nations and the World Bank, or national governmental agencies like the Department for International Development (DFID)
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