How to serve online consumers in rural markets: Evidence-based recommendations

Sousa, Rui; Horta, Carolina; Ribeiro, Ricardo; Rabinovich, Elliot

doi:10.1016/j.bushor.2020.01.007

Cited by 31 publications

(29 citation statements)

References 14 publications

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“…In the first phase of development, the BoP mainly acts as consumers in the rural ecommerce market [18]. At this stage, the urban e-commerce market is gradually becoming saturated [18], nudging e-commerce enterprises to expand to untapped BoP markets [19,20].…”

Section: Literature Review 211 the Rise Of Bop Rural E-commerce Entrepreneurshipmentioning

confidence: 99%

Electronic Commerce for Sustainable Rural Development: Exploring the Factors Influencing BoPs’ Entrepreneurial Intention

et al. 2021

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Rural e-commerce entrepreneurship is an effective and credible means to alleviate poverty and promote sustainable social development, particularly in the Base of the Pyramid (BoP). Understanding how to encourage BoPs’ entrepreneurial intention in the rural e-commerce market has become a key issue for private enterprises and local governments. Based on the entrepreneurial event model, we constructed a research framework to evaluate the factors influencing BoPs’ entrepreneurial intention in rural e-commerce. We conducted an online survey of rural e-commerce practitioners from Jieyang and Chaozhou in Guangdong Province, China, and empirically analyzed the survey results using SmartPLS software. The results show that professional knowledge, resource endowment, information and communication technology, and logistics infrastructure have a significant positive impact on BoP entrepreneurship in rural e-commerce, while previous market channels had a significant negative impact. Based on the findings, we recommend that BoPs should focus more on cultivating professional knowledge in e-commerce entrepreneurship and capitalize on local resource advantage. E-commerce enterprises and local governments should strengthen and improve information communication technology and logistics infrastructure among BoP communities. Policymakers should support BoP entrepreneurship in rural e-commerce by creating a favorable environment.

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Section: Literature Review 211 the Rise Of Bop Rural E-commerce Entrepreneurshipmentioning

confidence: 99%

Electronic Commerce for Sustainable Rural Development: Exploring the Factors Influencing BoPs’ Entrepreneurial Intention

et al. 2021

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“…However, in developed countries, rural logistics and delivery are relatively developed at present, and they focus on the continual optimization of costs and vehicle miles traveled based on the existing rural logistics system. Sousa et al (2020) thought that low population density and its population characteristics in rural areas made rural consumers have different online shopping preferences from urban consumers. Such differences affect the last-mile delivery cost.…”

Section: Table 1 the Difference In Rural Last-mile Research Between Developing Countries And Developed Countriesmentioning

confidence: 99%

“…When traveling on the roads, vehicles will encounter traffic jams or accidents with a certain probability, and characteristics of goods make consumers have different requirements for deliver y time. Some goods like fresh products, medicines, food (Sousa et al, 2020), have more stringent requirements on the delivery time. Therefore, time windows are set to constrain the timeliness and efficiency of t he c rowd sou rc i ng cou r ier.…”

Section: Mathematical Formulationmentioning

confidence: 99%

Investigation on the Last-Mile Delivery of Rural Logistics Under Crowdsourcing Transportation in China

2021

IJTTE

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Recently, the last-mile delivery problem of rural e-commerce has emerged and became a bottleneck issue, due to the booming development of rural e-commerce which drives the vigorous growth of upstream agricultural products and downstream industrial products. This paper takes rural areas of China as a case study to discuss the last-mile delivery cost under crowdsourcing logistics. Owing to the absence of theoretical guidance on rural crowdsourcing logistics, the paper firstly intends to explore the theoretical framework of rural crowdsourcing logistics in terms of multi-level perspective (MLP). Then, the couriers' willingness coefficient is introduced to develop a mathematical optimization model containing time windows and vehicle capacity constraints, and the heuristic algorithm is applied to solve the model. The final results indicate that the transportation cost and Vehicle Miles Traveled (VMT) can be saved 23.85% and 37.38% respectively, compared with conventional rural logistics. Besides, analysis indicates that under certain conditions the approach of crowdsourcing delivery can be economically competitive and has valuable implication for unchoking the last-mile delivery problem of other similar rural regions.

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“…The problems of aggravated entrepreneurial vulnerability, lower survival rates and the weak ability of sustainable development urgently require rural entrepreneurial farmers to take the optimal steps for transformation [3]. Fortunately, with the continuous improvement of digitalization and informatization, e-commerce, as an emerging type of business trading activity model, has developed rapidly and penetrated rural areas profoundly [4,5]. E-commerce is beneficial to farmers' entrepreneurship in numerous aspects.…”

Section: Introductionmentioning

confidence: 99%

The Nexus between Formal Credit and E-Commerce Utilization of Entrepreneurial Farmers in Rural China: A Mediation Analysis

Yang

Wang

et al. 2021

JTAER

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E-commerce furnishes farmers in rural China with a novel solution accomplishing entrepreneurship transformation, but serious credit constraints still coexist with it at present, which may restrict the release of e-commerce’s potential. Therefore, this study investigates whether formal credit promotes entrepreneurial farmers’ e-commerce utilization and explores its influencing mechanism. Based on the survey data collected from 831 entrepreneurial farmers in Shaanxi province, Ningxia province and Shandong province in rural China, the propensity score matching (PSM) method was applied to measure the impact of formal credit on e-commerce utilization. The results show that formal credit contributes to a 18.41% increase of e-commerce utilization in general and increases entrepreneurial farmers’ online purchases and sales by 11.15% and 14.69%, respectively. Some groups perform significantly in the heterogeneity analysis, the most noteworthy of which are entrepreneurial farmers who are younger, belong to new type of agricultural business entities and use mobile payments. Their e-commerce utilization, including online purchases and sales, are impacted most by formal credit. Furthermore, when the bootstrap method was used to examine the mediating effect, we found that formal credit has a positive and significant effect on the utilization of e-commerce through four channels, which are internet learning, asset allocation, labor allocation and income growth. Hence, the findings suggest that the government should augment the amount of formal credit to optimize entrepreneurial farmers’ internet learning, asset allocation, labor employment and income growth, thereby promoting e-commerce to achieve entrepreneurial transformation and sustainable development in rural areas.

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How to serve online consumers in rural markets: Evidence-based recommendations

Cited by 31 publications

References 14 publications

Electronic Commerce for Sustainable Rural Development: Exploring the Factors Influencing BoPs’ Entrepreneurial Intention

Electronic Commerce for Sustainable Rural Development: Exploring the Factors Influencing BoPs’ Entrepreneurial Intention

Investigation on the Last-Mile Delivery of Rural Logistics Under Crowdsourcing Transportation in China

The Nexus between Formal Credit and E-Commerce Utilization of Entrepreneurial Farmers in Rural China: A Mediation Analysis

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