Research On Impulse Buying And Repurchase Intention Of Slow-moving Agricultural Products Under The Background Of E-commerce Assistance To Agriculture

In recent years,China has always insisted on addressing the "three rural issues" as the top priority of the whole Party,and has made the comprehensive promotion of rural revitalization a major task to achieve the great rejuvenation of the Chinese nation.In the context of rural revitalization strategy,the stagnation issue of agricultural products still exists widely,which seriously hinders the development of China’s agricultural and rural modernization.The stagnation of agricultural products caused by market information asymmetry is a serious reality that needs to be solved urgently at present.In the era of digital economy,the new technology revolution has promoted the rapid penetration of Internet+ in the field of agricultural products,which has enabled agricultural e-commerce to enter a stage of rapid development and become an important channel to boost the sales of agricultural products,effectively helping agricultural products to go upstream.Stagnation of agricultural products is not only a major problem affecting economic development,but also a serious social problem affecting people’s livelihood.The waste of agricultural products due to stockpiles from poor sales will further lead to global economic and sustainability issues.Therefore,with the help of farming e-commerce,how to promote the rapid sale of slow-moving agricultural products with seasonal and perishable characteristics to alleviate the unsalable dilemma is a severe challenge facing retailers.Secondly,in order to avoid the recurrence of the stagnant phenomenon of agricultural products,it is significant to consider the long-term sustainability of alleviating the slow-moving problem of agricultural products,i.e.,exploring consumers’ willingness to repurchase slow-moving agricultural products following their impulse buying.Few studies have explored effective contingency measures to stimulate short-term sales of slow-moving agricultural products based on consumers’ unplanned behavior,and there is also a lack of exploration of the factors influencing consumers’ repurchase intention after impulsive purchases of slow-moving agricultural products.In view of this,this paper aims to reveal the formation mechanism of consumers’ impulsive purchase and repurchase willingness for slow-moving agricultural products.Through background research and literature review,this paper analyzes two stages of consumer purchase of slow-moving agricultural products: stimulating consumer impulse buying and promoting consumer repurchase.First of all,drawing on stimulus-organism-response(S-O-R)paradigm and building upon attribution theory and cognitive appraisal theory of emotions,this paper constructs and empirically analyzes the mechanism of internal and external attributions on consumers’ impulse buying to slow-moving agricultural products.Results showed that event marketing,emotional content marketing,time pressure and social group positively affect anticipated inaction regret and arousal,which in turn contribute to impulse buying,accompanied by positive moderating effect of empathy.Furthermore,we found anticipated inaction regret and arousal mediate the effect of variables on impulse buying and the mediation effect varied between high and low levels of empathy.Secondly,in order to further retain existing customers and increase the repurchase rate after consumers’ impulse buying,based on the elaboration likelihood model(ELM)and combined with customer experience theory and attachment theory,this paper aims to explore the factors and internal mechanisms affecting customers’ repurchase intention to slow-moving agricultural products from the perspective of their post-impulsive purchase experience.The empirical findings showed that the central path--product experience(perceived price attractiveness and perceived contribution)and the marginal path--platform experience(information usefulness and social value)have significant positive effects on emotional connection and relationship commitment,respectively,and that customers’ emotional connection to the product and relationship commitment to the platform jointly promote platform revisit and thus increase the customers’ repurchase intention to slow-moving agricultural products.This paper enriches the literature on marketing of slow-moving agricultural products and consumer behavior in the corresponding context.The findings of this paper provide short-term marketing strategies as well as long-term recommendations for agricultural retailers to help farmers reduce losses and unsalable waste in a timely,effective,and sustainable manner.