Search

Exploration on the New Model of Rural E-Commerce

Author(s)

Dong Xie*, Jiayan Wu, Gang Peng, Shuhong Tang

Affiliation(s)

School of information, Hunan University of Humanities, Science and Technology, Loudi, Hunan, China *Corresponding Author.

Abstract

With the rise and popularization of Internet information technology, the rapid development of modern economy, e-commerce has also touched the countryside, in the development of rural e-commerce also has a primary attempt. Various resources rural E-commerce serves the countryside through the network platform, expands the rural information service business and service field. This paper analyses the pain points of rural e-commerce, and explores a new model of rural e-commerce. Hope to provide valuable reference for the development of rural e-commerce in China. The new rural e-commerce mode is through the cooperation of several suspects such as government agencies, merchants, consumers and farmers. Moreover, the work combines traditional mode and e-commerce mode, and online and offline mode, delivery to home and self-service, all-channel multi-contact, diversified payment, convenient and quick service as one mode can bring huge convenience and economic benefits as well as higher living standards for rural areas.

Keywords

Rural, E-Commerce, New Mode, Network, Platform

References

[1] Windiana L.; Bakhtiar A.; Kurniasih V.R.; Basamah S. The Effect of Green Marketing toward the Consumers Buying Interest of Starbucks Coffee Mediated By Brand Image. HABITAT 2020, 31, 36-41. [2] Yi S.; Zhao J.; Joung H.-W. Influence of price and brand image on restaurant customers’ restaurant selection attribute. Journal of foodservice business research 2018, 21, 200-217. [3] Prihatini W.; Gumilang D.A. The Effect of Price Perception, Brand Image and Personal Selling on the Repurchase Intention of Consumers B to B of Indonesian General Fishery Companies with Customer Satisfaction as Intervening Variables. European Journal of Business and Management Research 2021, 6, 91-95. [4] Cuong D.T. The Relationship Between Product Quality, Brand Image, Purchase Decision, and Repurchase Intention. In Proceedings of the International Conference on Emerging Technologies and Intelligent Systems, 2021; pp. 533-545. [5] Gu C.; Huang Y.; Wei W.; Lin S. A discussion of the relationship model of the purchase intention of brands, as based on food safety issues. PEOPLE: International Journal of Social Sciences 2020, 6, 234-256. [6] Huijing J.; Xuefeng Y.; Wenxue P.; Longwei G.; Linfeng F.; Yongbo S. Practical Exploration of Rural E-commerce Boosting Rural Revitalization Based on 4C Model. In Proceedings of the 2021 2nd International Conference on E-Commerce and Internet Technology (ECIT), 2021; pp. 74-78. [7] Chen Y.-S.; Huang A.-F.; Wang T.-Y.; Chen Y.-R. Greenwash and green purchase behavior : the mediation of green brand image and green brand loyalty. Total Quality Management & Business Excellence 2020, 31, 194-209. [8] Akturan U. How does greenwashing affect green branding equity and purchase intention? An empirical research. Marketing Intelligence & Planning, 2018, 36(7): 809-824. [9] Hameed I.; Hyder Z.; Imran M.; Shafiq K. Greenwash and green purchase behavior: An environmentally sustainable perspective. Environment, Development and Sustainability 2021, 1-22. [10] Santos C, Coelho A, Marques A. A systematic literature review on greenwashing and its relationship to stakeholders: state of art and future research agenda. Management Review Quarterly, 2024, 74(3): 1397-1421.