Rural E-Commerce Model with Attention Mechanism: Role of Li Ziqi’s Short Videos from the Perspective of Heterogeneous Knowledge Management

IF 3 4区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE
Huosong Xia, Juan Weng, J. Zhang, Yangmei Gao
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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.
具有注意机制的农村电子商务模式:异质知识管理视角下李子奇短视频的作用
电子商务为促进农村经济发展提供了充足的机会。然而,现有的农村电子商务模式远远不足以触及潜在客户并满足他们的异质性需求。要充分发挥电子商务的优势,农村经济发展需要创新商业模式。一些农村网红,如中国的李子淇,已经认识到短视频的价值,并将其作为一种创造性的创业模式,向农村地区的客户推广和销售他们的产品。本文运用逆向工程方法,基于信息采纳模型和注意机制对李子琪的农村电子商务创业过程进行了研究和概括。我们发现,李子淇的短视频通过其特有的文化知识吸引消费者的注意力,从而促进了农村电商的发展。独特的、异质的产品知识可以促进以短视频为中介的农村电子商务。短视频的关注机制促进了农村电商商业影响力驱动下新商业模式的发展。我们的研究为农村电商企业家推广自己的产品提供了有价值的见解。
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来源期刊
Journal of Global Information Technology Management
Journal of Global Information Technology Management INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
4.10
自引率
10.00%
发文量
19
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
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