Research on Purchase Intention of E-Commerce Poverty Alleviation Products Based on Perceived Justice Perspective

This study is to empirically test whether and how perceived justice affects consumers' purchase intention regarding e-commerce poverty alleviation products (ECPAP). Based on social exchange theory, self-regulation attitude theory, and the analysis of other relevant literature, this study proposes a model of perceived justice affecting purchase intention regarding ECPAP, in which emotional attitude is the mediator and consumers' perceived self-serving motivation (CPSSM) is the moderating variable. Three-hundred and eighteen valid observations were collected using the questionnaire method, and these data were analyzed using SPSS 24.0 and AMOS 22.0. The results showed that all three dimensions of perceived justice significantly and positively affect the purchase intention of ECPAP, and this effect is negatively moderated by CPSSM. In addition, an emotional attitude partially mediates the linkage between perceived justice and the intention to purchase ECPAP. The findings not only enrich the research on perceived justice and e-commerce poverty alleviation, but also provide management implications for promoting the benign sales of ECPAP from the perspective of merchants and related subjects. To a certain extent, the above findings can also be extended to other countries' poverty reduction and rural construction work.