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Consumers’ Purchasing Intention of Regional Brand on E-commerce Platform

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Application of Intelligent Systems in Multi-modal Information Analytics (MMIA 2020)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 1233))

Abstract

Taking the development of Liujiaxia regional brand on e-commerce platform as the breakthrough point, this paper studies the factors that may affect consumers’ willingness to purchase regional brands on e-commerce platforms, and relevant countermeasures are put forward for the development of Liujiaxia regional brand.

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Acknowledgments

This research was supported by the open phase of the Key Laboratory for National Information on E-commerce in Universities of Gansu Province (project number: 2018-2).

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Authors and Affiliations

  1. School of Economics, Northwest Minzu University, Lanzhou, 730000, China

    Jing Xu & Zhiling Tian

Authors
  1. Jing Xu
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  2. Zhiling Tian
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Corresponding author

Correspondence to Jing Xu .

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Editors and Affiliations

  1. Department of Decision and Information Sciences, and Center for Data Science and Big Data Analytics, Oakland University, School of Business Administration, Rochester, MI, USA

    Vijayan Sugumaran

  2. Shanghai University of Medicine and Health Sciences, Shanghai, China

    Zheng Xu

  3. Department of Informatics, University of Leicester, Leicester, UK

    Huiyu Zhou

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Xu, J., Tian, Z. (2021). Consumers’ Purchasing Intention of Regional Brand on E-commerce Platform. In: Sugumaran, V., Xu, Z., Zhou, H. (eds) Application of Intelligent Systems in Multi-modal Information Analytics. MMIA 2020. Advances in Intelligent Systems and Computing, vol 1233. Springer, Cham. https://doi.org/10.1007/978-3-030-51431-0_28

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