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Research on the influencing factors of agricultural product purchase willingness in social e-commerce situation

Linlin Liu

Linlin Liu

  • School of Economics and Management, Beijing University of Posts and TelecommunicationsBeijing, China
  • School of Economics and Management, Weifang UniversityWeifang, China
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Liu, Linlin
, 
Shibo Qin

Shibo Qin

School of Economics and Management, Weifang UniversityWeifang, China
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Qin, Shibo
, 
Fangyuan Xing

Fangyuan Xing

School of Economics and Management, Beijing Forestry UniversityBeijing, China
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Xing, Fangyuan
, 
Jianping Zou

Jianping Zou

School of Business, Yunnan University of Finance and EconomicsKunMing, China
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Zou, Jianping
 oraz 
Ahlam Al-Ethawi

Ahlam Al-Ethawi

Business Administration, College of Administrative Sciences, Applied Science UniversityBahrain
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Al-Ethawi, Ahlam
  
22 lip 2022
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Data publikacji: 22 lip 2022
Zakres stron: 999 - 1012
DOI: https://doi.org/10.2478/amns.2021.2.00210
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© 2022 Linlin Liu et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.

Fig. 1

Concept model of impact factors of social e-commerce
Concept model of impact factors of social e-commerce

Fig. 2

Model assumption test results
Model assumption test results

CFA calculation Results

Question item Alpha value Factor loading AVE CR
Agricultural characteristics (A) A1 0.721 0.682 0.423 0.851
A2 0.555
A4 0.485
A3 0.648
A5 0.742
A6 0.773
A7 0.745
A8 0.500
Social trust (B) B1 0.962 0.852 0.688 0.898
B2 0.851
B3 0.847
B4 0.764
Social viscosity (C) C1 0.838 0.621 0.377 0.645
C2 0.644
C3 0.576
Social support (D) D1 0.961 0.734 0.577 0.803
D2 0.767
D3 0.777
Social Interaction (E) E1 0.924 0.829 0.676 0.862
E2 0.827
E3 0.811
Perceived Functional Value (F) F1 0.940 0.810 0.627 0.835
F2 0.792
F3 0.775
Percepted Hedonic Value (G) G1 0.950 0.837 0.701 0.825
G2 0.838
Willingness to Buy (H) H1 0.944 0.807 0.716 0.883
H2 0.861
H3 0.869

Model fitting index and its actual value

Fitting Index Actual Value
CMIN 2124.097
χ2/df 5.819
GFI 0.761
RMR 0.295
NFI 0.854
CFI 0.876

Assume test results

H1a: Social trust positively affects the value of consumer perceived function.H1b: Social trust positively affects the value of consumer perceived enjoyment. Established
H2a: Social viscosity positively affects the value of consumer perception function.H2b: Social viscosity positively affects the value of consumer perceived enjoyment. Established
H3a: Social support positively affects the value of consumer perceived function.H3b: Social support positively affects the value of consumer perceived enjoyment. Established
H4a: Social interaction positively affects the value of consumer perceived function.H4b: Social interaction positively affects the value of consumer perceived enjoyment. Established
H5a: Characteristics of agricultural products significantly affect the value of perceived function.H5b: Characteristics of agricultural products significantly affect the value of perceived enjoyment. Not true
H6a: Consumer perceived functional value positively affects the intention of agricultural products.H6b: Consumer perception hedonic value positively affects the intention to buy agricultural products. Established

Final variables and index of the products

Variable Index Measurement item
Agricultural A1 Fresh quality
Products A2 The Price
Characteristics (A) A3 Appearance
A4 Taste
A5 Place of Origin
A6 Brand
A7 Packaging
A8 Shipping time
Social Trust (B) B1 I am more confident in buying the produce recommended by experience.
B2 I believe more in the produce that acquaintances share.
B3 Their recommended produce is also trustworthy for
B4 My social networking friends are trustworthy.
Social Viscosity (C) C1 My social networking friends are sincere.
C2 My social networking friends are committed.
C3 I think the products that popular bloggers share are more worth buying.
Social Support (D) D1 I often share emotions and care about each other with social networking friends.
D2 When I face difficulties, social networking friends comfort and encourage me.
D3 When I face difficulties, they help me find reasons and give advice.
Social Interaction (E) E1 I share with social networking friends when I buy produce.
E2 When I buy produce, I seek advice from social networking friends.
E3 I often discuss a certain produce or brand with social networking friends.
Perceived Functional Value (F) F1 Social networking platforms can help me get better, cheaper produce.
F2 Social platforms can help me save the time and cost of buying produce.
F3 Social platforms are informative and easy to get the produce information I want.
Percepted Hedonic Value (G) G1 Agricultural products online is fun.
G2 Agricultural products online is enjoyable, enjoyable.
The Will to Purchase (H) H1 On social platforms such as WeChat, I understand the agricultural products recommended by friends.
H2 I buy agricultural products recommended by friends.
H3 I will recommend friends to buy agricultural products online.
Język:
Angielski
Częstotliwość wydawania:
1 razy w roku
Dziedziny czasopisma:
Nauki biologiczne, Nauki biologiczne, inne, Matematyka, Matematyka stosowana, Matematyka ogólna, Fizyka, Fizyka, inne
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