A Study On Persuasion Strategies For Promoting Rural E-Commerce

Rural e-commerce is an important part of China’s poverty alleviation and development work system,and the development of rural e-commerce is conducive to promoting rural revitalization.Promoting farmers’ participation is an important way to develop rural e-commerce,and the scale of practitioners is an important indicator to measure the level of rural e-commerce development.This study combed the integrated technology acceptance model,innovation diffusion research,persuasion research and other theories as well as related research literature,and found that in the relevant research of promoting rural e-commerce,the analysis of the persuasion process has not been completed.This study takes the work content of the persuasion subject as the research perspective,taking three towns in D County,A Province as cases,and uses the "process event" analysis method to analyze the "persuasion" that promotes farmers’ participation in rural e-commerce.Based on the process of event development,analyze the stages of "persuasion",explore the logical relationships between different stages,and discuss how to develop persuasion strategies.This study divides the persuasion process into two stages: "expectation" and "persuasion".In the "expectation" stage,analyze the work that the subject needs to complete before the object receives information,including four stages: "subject’s expectation","persuasive object","object’s expectation",and "persuasive subject".This study suggests that clarifying the expectations of the subject is the first step in persuasion activities,and promoting rural e-commerce aims to promote e-commerce poverty alleviation and rural revitalization;The target group of persuasive activities(persuasive objects)should be conducive to achieving the expectations of the subject;The subject should analyze the expectations of the object and formulate persuasive strategies based on this;The purpose of coordinating and arranging the work of subjects is to fully leverage the advantages of different persuasion subjects.In the "persuasion" stage,the work that the persuasive subject needs to complete when interacting with the object is analyzed,which includes three stages: "obtaining convincing","changing attitude",and "changing behavior".This study believes that obtaining the credibility of the object is a necessary step in conducting information interaction,and the effective ways to obtain credibility are authoritative support,emotional mobilization,and finding consensus;Changing the attitude of an object is a prerequisite for changing its behavior.The influencing factors of attitude change include performance expectations,effort expectations,social influence,and convenience conditions;Changing the behavior of an object is the final stage of persuasion activities.The effective methods to promote a consistent change in the object’s attitude and behavior are to establish confidence,stimulate motivation,and dispel concerns.Through the above analysis,this study extracted the "expectation persuasion model" for promoting rural e-commerce,and discussed persuasion strategies from three dimensions: "persuasion subject","persuasion object",and "persuasion content".One is to fully leverage the advantages of different persuasive subjects,the second is to select a group of people who are conducive to achieving the subject’s expectations,and the third is to choose persuasive content based on specific needs.The ’expectation persuasion model’ that is detached from specific situations can also provide theoretical reference and reference for the promotion of new technologies and ideas in rural areas.