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Exploring the effect of an enhanced e-commerce institutional mechanism on online shopping intention in the context of e-commerce poverty alleviation

Feiyan Han (College of Management and Economics, Tianjin University, Tianjin, China) (Department of Economics and Management, Xinzhou Teachers University, Xinzhou, China)
Bo Li (College of Management and Economics, Tianjin University, Tianjin, China)

Information Technology & People

ISSN: 0959-3845

Article publication date: 26 February 2020

Issue publication date: 22 January 2021

2983

Abstract

Purpose

E-commerce poverty alleviation (EPA) is an innovative poverty alleviation model in China. The institutional mechanisms of the e-commerce platform improve the effect of EPA and exert online shopping purchase power in rural China. From a socio-technical perspective, this paper used adoption readiness of farmers and perceived risk to construct an integrated model to discern the effect of enhanced e-commerce institutional mechanisms on farmers' online shopping intention in the context of EPA.

Design/methodology/approach

The survey included 832 valid samples from rural farmers in Shanxi province. This study analyses using structural equation modelling (SEM) and bootstrap methods used to empirically test the model.

Findings

Findings suggest that enhanced e-commerce institutional mechanisms have significant direct and indirect positive impacts on farmers' online shopping intention; adoption readiness and perceived risk play partial mediation roles in determining the relationship between farmers' online shopping intention and enhanced e-commerce institutional mechanisms; and the indirect mediation effect of adoption readiness is greater than that of perceived risk.

Research limitations/implications

Although the proposed model was supported in the questionnaire survey, the investigation method was not completely excluded. Future research can combine the method of panel data and apply the framework to other e-commerce platforms, as well as to other cultural settings.

Practical implications

The study suggests that enhanced e-commerce institutional mechanisms that are based on the needs of farmers from poverty-stricken areas change the shopping habits of farmers. Moreover, enhanced e-commerce institutional mechanisms should allow farmers' perceived adoption readiness to play its promoting role and reduce the impeding role of perceived risk. The results of this study are conducive to the intensive implementation of the ‘Three Rural Issues’ strategy in China.

Originality/value

A new model to generate a two-factor mediation effect model by integrating the perceived effectiveness of enhanced e-commerce institutional mechanisms with farmers, farmers' adoption readiness, perceived risk and online shopping intention. The study explored the relationship between enhanced e-commerce institutional mechanisms and farmers' online shopping intention, bridging the gap in related empirical studies. Besides, this study first proposed farmers' adoption readiness and clarifies the mediating role of farmers' adoption readiness and perceived risk, which highlights the previously unnoticed role of farmers' adoption readiness.

Keywords

Acknowledgements

The authors wish to thank editors, the two anonymous reviewers, Minhao Gu, Wan Jiang and Minxue Wang for their helpful and supportive comments on earlier versions of this paper.This research is supported by Major Program of the National Social Science Foundation of China (Grant No. 18ZDA060) and Xinzhou Teachers University foundation of China (Grant No. 2018KY28.)

Citation

Han, F. and Li, B. (2021), "Exploring the effect of an enhanced e-commerce institutional mechanism on online shopping intention in the context of e-commerce poverty alleviation", Information Technology & People, Vol. 34 No. 1, pp. 93-122. https://doi.org/10.1108/ITP-12-2018-0568

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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