Research on Improving Online Purchase Intention of Poverty-Alleviation Agricultural Products in China: From the Perspective of Institution-Based Trust.

ABSTRACT: Poverty alleviation by consumption is a powerful way to help the poor people get rid of poverty, which plays a significant role in China's rural revitalization. However, the achievement of poverty alleviation by consumption mostly depends on government procurement, and the enthusiasm of customers to participate is low, facing the severe challenge of poor sustainability. Helping the poor is the most common motivation for customers to buy poverty-alleviation agricultural products (PAAP). However, as the negative events of poverty alleviation such as "tragic marketing" constantly appear in news reports, customers' trust in sellers has been seriously damaged. The psychological protection system for fear of being cheated hinders customers' purchase intention. Therefore, we believed that trust i

SUBMITTER: Wu X 

PROVIDER: S-EPMC9133928 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature