The impact of consumers’ perceptions regarding the ethics of online retailers and promotional strategy on their repurchase intention

When helping is risky: The influence of ethical attributes on consumers’ willingness to buy farmer-assisting agricultural products online

Chinese e-commerce platforms have long helped to sell agricultural products through farmer-assisting marketing activities, effectively alleviating the problem of stagnant agricultural products in some areas, and have become a valuable cause-related marketing strategy. The ethical attributes of farmer-assisting agricultural products have unique value compared with other agricultural products. However, the existing research rarely pays attention to the influence of the ethical attributes of farmer-assisting agricultural products on consumers’ willingness to buy farmer-assisting agricultural products online. Based on collective efficacy theory and risk perception theory, this study systematically explores the influence mechanism of ethical attributes (symbolic ethical attribute and functional ethical attribute) on consumers’ willingness to buy farmer-assisting agricultural products online through three situational experiments. The results show that compared with functional ethical attributes, symbolic ethical attributes have a more positive impact on consumers’ willingness to buy farmer-assisting agricultural products online. In addition, it further reveals two mediating pathways of ethical effects (collective efficacy and risk perception) and boundaries (emergency of farmer-assisting events). This study helps to understand the ethical attributes of farmer-assisting agricultural products, and provides some practical suggestions for e-commerce enterprises implementing farmer-assisting marketing communication activities or marketers developing and promoting farmer-assisting agricultural products.

Application of Capital Asset Pricing Model Based on BP Neural Network in E-commerce Financing

The study explores the risks and benefits of investors in e-commerce financing under the background of "double carbon" to maximize investors' interests and reduce investment losses. The Back Propagation Neural Network (BPNN) algorithm model of e-commerce enterprise financing based on the Capital Asset Pricing Model (CAPM) is mainly studied. First, according to the worldwide literature, the theoretical concept and principle of the CAPM are deeply studied and analyzed. Then, from the perspective of "double carbon," with the financing risk characteristics of listed companies responding to the "double carbon" policy as samples, the CAPM model of e-commerce financing under the BPNN algorithm is established. Next, the BPNN is used to input the financing samples of e-commerce enterprises and train the model. The verification experiment of the capital asset financing model of e-commerce enterprises is further conducted. The experimental results show that the model error is the smallest when the number of neurons in the hidden layer reaches about 20. Therefore, the number of neurons in the hidden layer of the model is set to 20. When the number of iterations in training reaches 3000, the financing risk model begins to show a convergence trend. Finally, it can be determined that the number of adaptive iterations of the model is 3000. When the learning rate is 0.03, the oscillation of the model is smaller and stabler, so the model learning rate is 0.03, and the final model error is only 9.96 × 10-8. Based on this, e-commerce enterprises can achieve the purpose using this model to adjust the coefficient in financing in the future. The results have certain reference significance for e-commerce financing risk assessment under a "double carbon" background.

Exploring the Relationship Between Social Commerce Features and Consumers' Repurchase Intentions: The Mediating Role of Perceived Value

The popularity of social media, such as WeChat and Weibo in China, has provided an opportunity to develop social commerce. Although shopping through social commerce platforms is widely favored by consumers, the factors affecting consumers' decision-making behavior in the social commerce environment remain unclear. Therefore, from the perspective of the stimulus-organism-response (SOR) theory, we construct a consumer repurchase decision model in the social commerce environment and analyze the influencing mechanism of social commerce features (interactivity, recommendations, and feedback) on perceived value (utilitarian value and hedonic value) and consumers' repurchase intention. The empirical results found that social commerce features are positively related to the generation of perceived value, which in turn drives consumers to form repurchase intentions. We also found some mediating effects of perceived value. The study's conclusions clarify the intrinsic influence mechanism of social commerce features on consumers' perceived value and repurchase intentions. In addition, it can provide some theoretical guidance for future research and business.

Potential of Marketing Communication as a Sustainability Tool in the Context of Castle Museums

Based on the OECD research from 2020, tourism is one of the biggest and fast-growing sectors of the world economy. Tourism plays a key role in job creation as well as in added value creation. In 2018, the revenue from tourism in Slovakia totaled EUR 2.7 billion, which is EUR 4.7% more than the year before, where the mentioned refers to 3% GDP and 27.6% of the services-related exports. The authors drew their attention to identifying some marketing communication tools’ impact on the castle museum attendance in Slovakia and analyzed the degree and dynamics of the communication structure implementation in the context of cultural heritage. In general, 5840 cultural tourists were interviewed during three restricted cycles: 2006–2009, 2011–2014, and 2016–2019; the interviewing was held through the questionnaires only during the summer seasons. The study herein shows that the quality perception of the carried out offline marketing communication activities and the visit intention itself have significant influence on the interest of customers in repeated visits to castle museums.