{"title":"Rural E-Commerce Model with Attention Mechanism: Role of Li Ziqi’s Short Videos from the Perspective of Heterogeneous Knowledge Management","authors":"Huosong Xia, Juan Weng, J. Zhang, Yangmei Gao","doi":"10.1080/1097198X.2022.2062992","DOIUrl":null,"url":null,"abstract":"ABSTRACT E-commerce has provided ample opportunities for facilitating rural economic development. However, the existing rural e-commerce models are far from enough to reach potential customers and satisfy their heterogeneous needs. To fully leverage the advantages of e-commerce, the rural economy needs innovative business models to sustain its growth. Some rural Internet celebrities, such as Li Ziqi in China, have recognized the values of short videos and used them as a creative entrepreneurial model to promote and sell their products to customers in rural areas. This paper applies the reverse engineering method to study and generalize Li Ziqi’s entrepreneurial process in rural e-commerce based on the information adoption model and attention mechanism. We find that Li Ziqi’s short videos promote rural e-commerce by attracting consumers’ attention through the associated distinctive cultural knowledge. The unique, heterogeneous knowledge of products can boost rural e-commerce via short videos as the intermediaries. Short videos’ attention mechanism facilitates the development of new business models driven by business influences for rural e-commerce. Our research provides valuable insights for rural e-commerce entrepreneurs to promote their products.","PeriodicalId":45982,"journal":{"name":"Journal of Global Information Technology Management","volume":null,"pages":null},"PeriodicalIF":3.0000,"publicationDate":"2022-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Global Information Technology Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1080/1097198X.2022.2062992","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"INFORMATION SCIENCE & LIBRARY SCIENCE","Score":null,"Total":0}
引用次数: 4
Abstract
ABSTRACT E-commerce has provided ample opportunities for facilitating rural economic development. However, the existing rural e-commerce models are far from enough to reach potential customers and satisfy their heterogeneous needs. To fully leverage the advantages of e-commerce, the rural economy needs innovative business models to sustain its growth. Some rural Internet celebrities, such as Li Ziqi in China, have recognized the values of short videos and used them as a creative entrepreneurial model to promote and sell their products to customers in rural areas. This paper applies the reverse engineering method to study and generalize Li Ziqi’s entrepreneurial process in rural e-commerce based on the information adoption model and attention mechanism. We find that Li Ziqi’s short videos promote rural e-commerce by attracting consumers’ attention through the associated distinctive cultural knowledge. The unique, heterogeneous knowledge of products can boost rural e-commerce via short videos as the intermediaries. Short videos’ attention mechanism facilitates the development of new business models driven by business influences for rural e-commerce. Our research provides valuable insights for rural e-commerce entrepreneurs to promote their products.
期刊介绍:
The Journal of Global Information Technology Management (JGITM) is a refereed international journal that is supported by Global IT scholars from all over the world. JGITM publishes articles related to all aspects of the application of information technology for international business. The journal also considers a variety of methodological approaches and encourages manuscript submissions from authors all over the world, both from academia and industry. In addition, the journal will also include reviews of MIS books that have bearing on global aspects. Practitioner input will be specifically solicited from time-to-time in the form of invited columns or interviews. Besides quality work, at a minimum each submitted article should have the following three components: an MIS (Management Information Systems) topic, an international orientation (e.g., cross cultural studies or strong international implications), and evidence (e.g., survey data, case studies, secondary data, etc.). Articles in the Journal of Global Information Technology Management include, but are not limited to: -Cross-cultural IS studies -Frameworks/models for global information systems (GIS) -Development, evaluation and management of GIS -Information Resource Management -Electronic Commerce -Privacy & Security -Societal impacts of IT in developing countries -IT and Economic Development -IT Diffusion in developing countries -IT in Health Care -IT human resource issues -DSS/EIS/ES in international settings -Organizational and management structures for GIS -Transborder data flow issues -Supply Chain Management -Distributed global databases and networks -Cultural and societal impacts -Comparative studies of nations -Applications and case studies