DETERMINANTS OF CONSUMER PURCHASE DECISIONS ON AGRICULTURAL E-COMMERCE PLATFORMS: A CASE OF PINDUODUO IN CHINA

Abstract

This study investigates how six platform stimuli—perceived price discounts, gamification, social commerce features, live-streamer authenticity, perceived supply chain transparency, and product origin storytelling—affect consumer trust (in platform, seller, community) and perceived value (utilitarian, hedonic, social), ultimately shaping purchase intention. This survey research employed a quantitative approach, utilizing a structured questionnaire distributed to consumers in Guangzhou with recent purchase experience of agricultural products on Pinduoduo. With 501 valid responses, multiple regression analysis reveals that all platform characteristics significantly enhance consumer trust and perceived value. Furthermore, trust and value dimensions, particularly trust in the seller (β = 0.209, p < 0.001) and utilitarian value (β = 0.152, p < 0.001), are strong direct predictors of purchase intention. The integrated model explains 38.6% of the variance in purchase intention (Adjusted R² = 0.386, F = 28.764, p < 0.001). The findings underscore the critical roles of trust-building and value-creation in social commerce. Platform operators and sellers should prioritize authentic live-streaming, transparent supply chains, and engaging social features to foster consumer confidence and drive sustainable growth in the digital agricultural economy.