Wu Xianghua, Yuan Chao
Business School, Hohai University, Nanjing, China.
The School of Information and Library Science, The University of North Carolina at Chapel Hill, Chapel Hill, NC, United States.
Front Psychol. 2022 May 12;13:900328. doi: 10.3389/fpsyg.2022.900328. eCollection 2022.
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 is an important factor in enhancing customers' purchase intention of PAAP. Customers buy PAAP mainly through online channels, and institution-based trust is the most important way to generate trust in online channels. Thus, this study investigated the institutional mechanisms that affect customers' trust in the sellers of PAAP and discussed the influence of trust on the online purchase intention of PAAP. Data were obtained through a questionnaire survey and tested empirically. The results showed that the effectiveness of the user feedback mechanism, platform supervision mechanism, product traceability mechanism, and product certification mechanism can enhance customers' purchase intention by enhancing their trust. Individual trust tendency positively regulated the relationship between the effectiveness of institutional mechanisms and consumer trust. The conclusion can not only provide new theoretical guidance for the practice of poverty alleviation by consumption in China but also offer new ideas for the poverty alleviation undertakings in other countries.
消费扶贫是帮助贫困人口脱贫的有力途径，在中国乡村振兴中发挥着重要作用。然而，消费扶贫的成效大多依赖政府采购，消费者参与积极性低，面临可持续性差的严峻挑战。帮助贫困人口是消费者购买扶贫农产品的最常见动机。然而，随着“悲情营销”等扶贫负面事件不断出现在新闻报道中，消费者对卖家的信任受到严重损害。害怕受骗的心理保护机制阻碍了消费者的购买意愿。因此，我们认为信任是增强消费者购买扶贫农产品意愿的重要因素。消费者主要通过网络渠道购买扶贫农产品，基于制度的信任是在网络渠道产生信任的最重要方式。因此，本研究调查了影响消费者对扶贫农产品卖家信任的制度机制，并探讨了信任对扶贫农产品网络购买意愿的影响。通过问卷调查获取数据并进行实证检验。结果表明，用户反馈机制、平台监管机制、产品可追溯机制和产品认证机制的有效性能够通过增强消费者信任来提高其购买意愿。个体信任倾向正向调节制度机制有效性与消费者信任之间的关系。该结论不仅能为中国消费扶贫实践提供新的理论指导，也能为其他国家的扶贫事业提供新思路。
