A Study on the Willingness and Factors Influencing the Digital Upgrade of Rural E-Commerce

The current problems of the low digital upgrading of rural e-commerce, single marketing method and high homogeneous competition will seriously hinder the development of rural e-commerce and rural revitalization. Therefore, finding how to guide the digital upgrading of rural e-commerce will be a key...
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Autor*in:	Yuncheng Wang [verfasserIn] Zhongming Zhang [verfasserIn]

Format:	E-Artikel
Sprache:	Englisch

Erschienen:	2023

Schlagwörter:	rural e-commerce theory of planned behavior structural equation modeling willingness to digitally upgrade

Übergeordnetes Werk:	In: Behavioral Sciences - MDPI AG, 2012, 13(2023), 2, p 95
Übergeordnetes Werk:	volume:13 ; year:2023 ; number:2, p 95

Links:	Link aufrufen Link aufrufen Link aufrufen Journal toc

DOI / URN:	10.3390/bs13020095

Katalog-ID:	DOAJ081010486

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allfields	10.3390/bs13020095 doi (DE-627)DOAJ081010486 (DE-599)DOAJ1baf016417e14710b1a041bfc6756d31 DE-627 ger DE-627 rakwb eng BF1-990 Yuncheng Wang verfasserin aut A Study on the Willingness and Factors Influencing the Digital Upgrade of Rural E-Commerce 2023 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier The current problems of the low digital upgrading of rural e-commerce, single marketing method and high homogeneous competition will seriously hinder the development of rural e-commerce and rural revitalization. Therefore, finding how to guide the digital upgrading of rural e-commerce will be a key step in achieving rural revitalization and common prosperity. Based on 1387 Zhejiang rural e-commerce digital upgrading questionnaires, this paper analyzes willingness regarding rural e-commerce digital upgrading and its influencing factors using planned behavior theory and structural equation modeling. The findings show that (1) behavioral attitudes are the main influencing factors of upgrading willingness, and subjective norms are secondary influencing factors; (2) in terms of the behavioral attitudes of rural e-merchants, the greater the proportion of their online sales or the higher the proportion of online income, the better behavioral attitudes formed on this basis can promote the willingness to digitally upgrade rural e-merchants; (3) in terms of subjective norms, when rural e-merchant subjects perceive that the increased local participation in e-merchant association is too large or online income tends to saturate the total income, the more subjective norms can influence their willingness to digitally upgrade. rural e-commerce theory of planned behavior structural equation modeling willingness to digitally upgrade Psychology Zhongming Zhang verfasserin aut In Behavioral Sciences MDPI AG, 2012 13(2023), 2, p 95 (DE-627)687718163 (DE-600)2651997-5 2076328X nnns volume:13 year:2023 number:2, p 95 https://doi.org/10.3390/bs13020095 kostenfrei https://doaj.org/article/1baf016417e14710b1a041bfc6756d31 kostenfrei https://www.mdpi.com/2076-328X/13/2/95 kostenfrei https://doaj.org/toc/2076-328X Journal toc kostenfrei GBV_USEFLAG_A SYSFLAG_A GBV_DOAJ GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_602 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2031 GBV_ILN_2038 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2061 GBV_ILN_2086 GBV_ILN_2111 GBV_ILN_2113 GBV_ILN_2190 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 AR 13 2023 2, p 95
spelling	10.3390/bs13020095 doi (DE-627)DOAJ081010486 (DE-599)DOAJ1baf016417e14710b1a041bfc6756d31 DE-627 ger DE-627 rakwb eng BF1-990 Yuncheng Wang verfasserin aut A Study on the Willingness and Factors Influencing the Digital Upgrade of Rural E-Commerce 2023 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier The current problems of the low digital upgrading of rural e-commerce, single marketing method and high homogeneous competition will seriously hinder the development of rural e-commerce and rural revitalization. Therefore, finding how to guide the digital upgrading of rural e-commerce will be a key step in achieving rural revitalization and common prosperity. Based on 1387 Zhejiang rural e-commerce digital upgrading questionnaires, this paper analyzes willingness regarding rural e-commerce digital upgrading and its influencing factors using planned behavior theory and structural equation modeling. The findings show that (1) behavioral attitudes are the main influencing factors of upgrading willingness, and subjective norms are secondary influencing factors; (2) in terms of the behavioral attitudes of rural e-merchants, the greater the proportion of their online sales or the higher the proportion of online income, the better behavioral attitudes formed on this basis can promote the willingness to digitally upgrade rural e-merchants; (3) in terms of subjective norms, when rural e-merchant subjects perceive that the increased local participation in e-merchant association is too large or online income tends to saturate the total income, the more subjective norms can influence their willingness to digitally upgrade. rural e-commerce theory of planned behavior structural equation modeling willingness to digitally upgrade Psychology Zhongming Zhang verfasserin aut In Behavioral Sciences MDPI AG, 2012 13(2023), 2, p 95 (DE-627)687718163 (DE-600)2651997-5 2076328X nnns volume:13 year:2023 number:2, p 95 https://doi.org/10.3390/bs13020095 kostenfrei https://doaj.org/article/1baf016417e14710b1a041bfc6756d31 kostenfrei https://www.mdpi.com/2076-328X/13/2/95 kostenfrei https://doaj.org/toc/2076-328X Journal toc kostenfrei GBV_USEFLAG_A SYSFLAG_A GBV_DOAJ GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_602 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2031 GBV_ILN_2038 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2061 GBV_ILN_2086 GBV_ILN_2111 GBV_ILN_2113 GBV_ILN_2190 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 AR 13 2023 2, p 95
allfields_unstemmed	10.3390/bs13020095 doi (DE-627)DOAJ081010486 (DE-599)DOAJ1baf016417e14710b1a041bfc6756d31 DE-627 ger DE-627 rakwb eng BF1-990 Yuncheng Wang verfasserin aut A Study on the Willingness and Factors Influencing the Digital Upgrade of Rural E-Commerce 2023 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier The current problems of the low digital upgrading of rural e-commerce, single marketing method and high homogeneous competition will seriously hinder the development of rural e-commerce and rural revitalization. Therefore, finding how to guide the digital upgrading of rural e-commerce will be a key step in achieving rural revitalization and common prosperity. Based on 1387 Zhejiang rural e-commerce digital upgrading questionnaires, this paper analyzes willingness regarding rural e-commerce digital upgrading and its influencing factors using planned behavior theory and structural equation modeling. The findings show that (1) behavioral attitudes are the main influencing factors of upgrading willingness, and subjective norms are secondary influencing factors; (2) in terms of the behavioral attitudes of rural e-merchants, the greater the proportion of their online sales or the higher the proportion of online income, the better behavioral attitudes formed on this basis can promote the willingness to digitally upgrade rural e-merchants; (3) in terms of subjective norms, when rural e-merchant subjects perceive that the increased local participation in e-merchant association is too large or online income tends to saturate the total income, the more subjective norms can influence their willingness to digitally upgrade. rural e-commerce theory of planned behavior structural equation modeling willingness to digitally upgrade Psychology Zhongming Zhang verfasserin aut In Behavioral Sciences MDPI AG, 2012 13(2023), 2, p 95 (DE-627)687718163 (DE-600)2651997-5 2076328X nnns volume:13 year:2023 number:2, p 95 https://doi.org/10.3390/bs13020095 kostenfrei https://doaj.org/article/1baf016417e14710b1a041bfc6756d31 kostenfrei https://www.mdpi.com/2076-328X/13/2/95 kostenfrei https://doaj.org/toc/2076-328X Journal toc kostenfrei GBV_USEFLAG_A SYSFLAG_A GBV_DOAJ GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_602 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2031 GBV_ILN_2038 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2061 GBV_ILN_2086 GBV_ILN_2111 GBV_ILN_2113 GBV_ILN_2190 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 AR 13 2023 2, p 95
allfieldsGer	10.3390/bs13020095 doi (DE-627)DOAJ081010486 (DE-599)DOAJ1baf016417e14710b1a041bfc6756d31 DE-627 ger DE-627 rakwb eng BF1-990 Yuncheng Wang verfasserin aut A Study on the Willingness and Factors Influencing the Digital Upgrade of Rural E-Commerce 2023 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier The current problems of the low digital upgrading of rural e-commerce, single marketing method and high homogeneous competition will seriously hinder the development of rural e-commerce and rural revitalization. Therefore, finding how to guide the digital upgrading of rural e-commerce will be a key step in achieving rural revitalization and common prosperity. Based on 1387 Zhejiang rural e-commerce digital upgrading questionnaires, this paper analyzes willingness regarding rural e-commerce digital upgrading and its influencing factors using planned behavior theory and structural equation modeling. The findings show that (1) behavioral attitudes are the main influencing factors of upgrading willingness, and subjective norms are secondary influencing factors; (2) in terms of the behavioral attitudes of rural e-merchants, the greater the proportion of their online sales or the higher the proportion of online income, the better behavioral attitudes formed on this basis can promote the willingness to digitally upgrade rural e-merchants; (3) in terms of subjective norms, when rural e-merchant subjects perceive that the increased local participation in e-merchant association is too large or online income tends to saturate the total income, the more subjective norms can influence their willingness to digitally upgrade. rural e-commerce theory of planned behavior structural equation modeling willingness to digitally upgrade Psychology Zhongming Zhang verfasserin aut In Behavioral Sciences MDPI AG, 2012 13(2023), 2, p 95 (DE-627)687718163 (DE-600)2651997-5 2076328X nnns volume:13 year:2023 number:2, p 95 https://doi.org/10.3390/bs13020095 kostenfrei https://doaj.org/article/1baf016417e14710b1a041bfc6756d31 kostenfrei https://www.mdpi.com/2076-328X/13/2/95 kostenfrei https://doaj.org/toc/2076-328X Journal toc kostenfrei GBV_USEFLAG_A SYSFLAG_A GBV_DOAJ GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_602 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2031 GBV_ILN_2038 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2061 GBV_ILN_2086 GBV_ILN_2111 GBV_ILN_2113 GBV_ILN_2190 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 AR 13 2023 2, p 95
allfieldsSound	10.3390/bs13020095 doi (DE-627)DOAJ081010486 (DE-599)DOAJ1baf016417e14710b1a041bfc6756d31 DE-627 ger DE-627 rakwb eng BF1-990 Yuncheng Wang verfasserin aut A Study on the Willingness and Factors Influencing the Digital Upgrade of Rural E-Commerce 2023 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier The current problems of the low digital upgrading of rural e-commerce, single marketing method and high homogeneous competition will seriously hinder the development of rural e-commerce and rural revitalization. Therefore, finding how to guide the digital upgrading of rural e-commerce will be a key step in achieving rural revitalization and common prosperity. Based on 1387 Zhejiang rural e-commerce digital upgrading questionnaires, this paper analyzes willingness regarding rural e-commerce digital upgrading and its influencing factors using planned behavior theory and structural equation modeling. The findings show that (1) behavioral attitudes are the main influencing factors of upgrading willingness, and subjective norms are secondary influencing factors; (2) in terms of the behavioral attitudes of rural e-merchants, the greater the proportion of their online sales or the higher the proportion of online income, the better behavioral attitudes formed on this basis can promote the willingness to digitally upgrade rural e-merchants; (3) in terms of subjective norms, when rural e-merchant subjects perceive that the increased local participation in e-merchant association is too large or online income tends to saturate the total income, the more subjective norms can influence their willingness to digitally upgrade. rural e-commerce theory of planned behavior structural equation modeling willingness to digitally upgrade Psychology Zhongming Zhang verfasserin aut In Behavioral Sciences MDPI AG, 2012 13(2023), 2, p 95 (DE-627)687718163 (DE-600)2651997-5 2076328X nnns volume:13 year:2023 number:2, p 95 https://doi.org/10.3390/bs13020095 kostenfrei https://doaj.org/article/1baf016417e14710b1a041bfc6756d31 kostenfrei https://www.mdpi.com/2076-328X/13/2/95 kostenfrei https://doaj.org/toc/2076-328X Journal toc kostenfrei GBV_USEFLAG_A SYSFLAG_A GBV_DOAJ GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_602 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2031 GBV_ILN_2038 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2061 GBV_ILN_2086 GBV_ILN_2111 GBV_ILN_2113 GBV_ILN_2190 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 AR 13 2023 2, p 95
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callnumber-first	B - Philosophy, Psychology, Religion
author	Yuncheng Wang
spellingShingle	Yuncheng Wang misc BF1-990 misc rural e-commerce misc theory of planned behavior misc structural equation modeling misc willingness to digitally upgrade misc Psychology A Study on the Willingness and Factors Influencing the Digital Upgrade of Rural E-Commerce
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topic_title	BF1-990 A Study on the Willingness and Factors Influencing the Digital Upgrade of Rural E-Commerce rural e-commerce theory of planned behavior structural equation modeling willingness to digitally upgrade
topic	misc BF1-990 misc rural e-commerce misc theory of planned behavior misc structural equation modeling misc willingness to digitally upgrade misc Psychology
topic_unstemmed	misc BF1-990 misc rural e-commerce misc theory of planned behavior misc structural equation modeling misc willingness to digitally upgrade misc Psychology
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title	A Study on the Willingness and Factors Influencing the Digital Upgrade of Rural E-Commerce
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title_auth	A Study on the Willingness and Factors Influencing the Digital Upgrade of Rural E-Commerce
abstract	The current problems of the low digital upgrading of rural e-commerce, single marketing method and high homogeneous competition will seriously hinder the development of rural e-commerce and rural revitalization. Therefore, finding how to guide the digital upgrading of rural e-commerce will be a key step in achieving rural revitalization and common prosperity. Based on 1387 Zhejiang rural e-commerce digital upgrading questionnaires, this paper analyzes willingness regarding rural e-commerce digital upgrading and its influencing factors using planned behavior theory and structural equation modeling. The findings show that (1) behavioral attitudes are the main influencing factors of upgrading willingness, and subjective norms are secondary influencing factors; (2) in terms of the behavioral attitudes of rural e-merchants, the greater the proportion of their online sales or the higher the proportion of online income, the better behavioral attitudes formed on this basis can promote the willingness to digitally upgrade rural e-merchants; (3) in terms of subjective norms, when rural e-merchant subjects perceive that the increased local participation in e-merchant association is too large or online income tends to saturate the total income, the more subjective norms can influence their willingness to digitally upgrade.
abstractGer	The current problems of the low digital upgrading of rural e-commerce, single marketing method and high homogeneous competition will seriously hinder the development of rural e-commerce and rural revitalization. Therefore, finding how to guide the digital upgrading of rural e-commerce will be a key step in achieving rural revitalization and common prosperity. Based on 1387 Zhejiang rural e-commerce digital upgrading questionnaires, this paper analyzes willingness regarding rural e-commerce digital upgrading and its influencing factors using planned behavior theory and structural equation modeling. The findings show that (1) behavioral attitudes are the main influencing factors of upgrading willingness, and subjective norms are secondary influencing factors; (2) in terms of the behavioral attitudes of rural e-merchants, the greater the proportion of their online sales or the higher the proportion of online income, the better behavioral attitudes formed on this basis can promote the willingness to digitally upgrade rural e-merchants; (3) in terms of subjective norms, when rural e-merchant subjects perceive that the increased local participation in e-merchant association is too large or online income tends to saturate the total income, the more subjective norms can influence their willingness to digitally upgrade.
abstract_unstemmed	The current problems of the low digital upgrading of rural e-commerce, single marketing method and high homogeneous competition will seriously hinder the development of rural e-commerce and rural revitalization. Therefore, finding how to guide the digital upgrading of rural e-commerce will be a key step in achieving rural revitalization and common prosperity. Based on 1387 Zhejiang rural e-commerce digital upgrading questionnaires, this paper analyzes willingness regarding rural e-commerce digital upgrading and its influencing factors using planned behavior theory and structural equation modeling. The findings show that (1) behavioral attitudes are the main influencing factors of upgrading willingness, and subjective norms are secondary influencing factors; (2) in terms of the behavioral attitudes of rural e-merchants, the greater the proportion of their online sales or the higher the proportion of online income, the better behavioral attitudes formed on this basis can promote the willingness to digitally upgrade rural e-merchants; (3) in terms of subjective norms, when rural e-merchant subjects perceive that the increased local participation in e-merchant association is too large or online income tends to saturate the total income, the more subjective norms can influence their willingness to digitally upgrade.
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title_short	A Study on the Willingness and Factors Influencing the Digital Upgrade of Rural E-Commerce
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Therefore, finding how to guide the digital upgrading of rural e-commerce will be a key step in achieving rural revitalization and common prosperity. Based on 1387 Zhejiang rural e-commerce digital upgrading questionnaires, this paper analyzes willingness regarding rural e-commerce digital upgrading and its influencing factors using planned behavior theory and structural equation modeling. The findings show that (1) behavioral attitudes are the main influencing factors of upgrading willingness, and subjective norms are secondary influencing factors; (2) in terms of the behavioral attitudes of rural e-merchants, the greater the proportion of their online sales or the higher the proportion of online income, the better behavioral attitudes formed on this basis can promote the willingness to digitally upgrade rural e-merchants; (3) in terms of subjective norms, when rural e-merchant subjects perceive that the increased local participation in e-merchant association is too large or online income tends to saturate the total income, the more subjective norms can influence their willingness to digitally upgrade.</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">rural e-commerce</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">theory of planned behavior</subfield></datafield><datafield tag="650" ind1=" " 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A Study on the Willingness and Factors Influencing the Digital Upgrade of Rural E-Commerce

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