New Media Marketing, Customer Trust and Purchase Intention: An Empirical Study of Agricultural Products Online Stores in Hei Long Jiang Province, China

DOI

10.2991/978-94-6463-342-9_17How to use a DOI?

Keywords

New Media Marketing; Purchase Intentions; Heilongjiang Province

Abstract

In the rapidly evolving digital age, where new media marketing redefines business strategies, this study situates itself in Heilongjiang Province, China, investigating the symbiotic relationship between technology acceptance, customer trust, and purchasing intentions of agricultural products in an online environment. Drawing upon the foundational Technology Acceptance Model (TAM) established by Davis in 1986, the research dissects the dimensions of technology acceptance, specifically perceived usefulness and perceived ease of use, and their influence on purchasing decisions. An essential component under exploration is the mediating role of customer trust, emphasizing its pivotal position between technology adoption and purchasing behaviors. The research seeks answers to four fundamental questions, culminating in a comprehensive understanding of mobile social user behavior, especially in contexts devoid of prior user interaction history. A notable feature of this study is its innovative methodology, employing non-probabilistic quota sampling techniques, ensuring representative and cost-effective data collection. The analysis leverages the G*Power software, using effect size conventions and Cochran’s formula, to determine an optimal sample size of 400 respondents. Through this comprehensive approach, the research aims to offer invaluable insights into the effectiveness of new media marketing strategies, potentially revolutionizing the online sale of agricultural commodities in the region and beyond.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Song HongXia
AU  - Abdul Raheem Bin Mohamad Yusof
PY  - 2023
DA  - 2023/12/31
TI  - New Media Marketing, Customer Trust and Purchase Intention: An Empirical Study of Agricultural Products Online Stores in Hei Long Jiang Province, China
BT  - Proceedings of the 11th International Conference on Business, Accounting, Finance and Economics (BAFE 2023)
PB  - Atlantis Press
SP  - 235
EP  - 250
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-342-9_17
DO  - 10.2991/978-94-6463-342-9_17
ID  - HongXia2023
ER  -