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The present study aims to introduce a comprehensive framework that may help to better understand how to make rural consumers hold a favorable attitude and enhance their willingness to adopt e-commerce. To empirically assess the hypotheses posited in this paper, we started by conducting a qualitative interview-based study of 104 rural consumers. This analysis elucidates new problems or challenges faced by rural consumers in impoverished areas after several years of experience in e-commerce. To further understand the service quality and cultural context effects, we conducted a quantitative study in 434 rural consumers in relatively underdeveloped areas of China. Using a partial least squares of structural equation modeling (SEM) approach through smart PLS, this study empirically tested the hypotheses posited in the paper. The SEM results demonstrate a positive relationship between logistics and training service quality, subjective norms, self-efficiency sense, and rural consumers’ attitudes toward e-commerce platforms, which in turn positively contributes to their willingness to engage in word-of-mouth e-commerce promotion. In addition, it is shown empirically that corporate social responsibility positively moderates the effects of logistics and training services, subjective norms, and attitudes toward the use of e-commerce platforms. The findings from these two studies contribute to a better understanding of, and have major implications for, successful e-commerce entrepreneurial practices in areas undergoing the process of transition to an important emerging e-commerce marketplace.

sustainability

What Drives Rural Consumers to Change E-Commerce Attitude and Adopt E-Commerce through the Moderating Role of Corporate Social Responsibility in an Emerging Market? An Empirical Investigation in the Chinese Context