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 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 and boundaries. 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. (shrink)

A higher level of intelligence can improve adolescents’ interactions with intelligent online services, although overemphasizing intelligent online services may nullify their sense of autonomy and in turn affect their acceptance intention. Enterprises have therefore focused on the best ways through which to provide intelligent online services. Based on the technology acceptance model, this study constructs a theoretical model of the impact of perceived control and power on adolescents’ acceptance intention of intelligent services. Through a scenario experiment involving an intelligent online (...) recommendation service, 195 participants were obtained to test the model. The results show that the adolescents’ perceived control affects their acceptance intention of intelligent online services through their perceived usefulness. The adolescents’ sense of power moderates the influence of perceived control on perceived usefulness. This study supplements the research on intelligent online services and provides a reference for online merchants seeking to design such service processes. (shrink)