The Influencing Factors of Consumers’ Purchase Intentions of Community Agricultural Products in E-Commerce Marketing under Chinese Rural Revitalization

Abstract

With the rapid development of digital infrastructure under China's rural revitalization strategy, e-commerce has emerged as a critical channel for promoting the circulation of community agricultural products. This study investigates the factors influencing consumers’ purchase intentions in this context by integrating the Stimulus-Organism-Response (SOR) theory with perceived value theory and consumer trust theory. Adopting a quantitative research approach, this study employed purposive sampling to collect 461 valid questionnaires from users of Taobao, Pinduoduo, and Douyin in Guangyuan City, Sichuan Province, via the Questionnaire Star platform. Using structural equation modeling (SEM), the results show that utilitarian, hedonic, and social values significantly affect trust in both e-commerce platforms and community agricultural products, and that trust, in turn, mediates the relationship between perceived value and purchase intention. Among all predictors, trust in community agricultural products exerts the strongest influence on purchase intention. This study provides theoretical contributions by extending the SOR framework to the rural e-commerce domain and offers practical implications for enhancing trust and value perception in online agricultural markets. The findings also highlight directions for future research on digital consumption behavior in underdeveloped regions.