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Research on Consumers’ Purchasing Intention of Regional Brand on E-commerce Platform: A Case Study of Liujiaxia in Gansu Province

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DOI: 10.23977/gebm.2019.035

Author(s)

Jing Xu, Zhiling Tian

Corresponding Author

Jing Xu

ABSTRACT

Taking the development of Liujiaxia regional brand on e-commerce platform as the breakthrough point, this paper studies the factors that may affect consumers’ willingness to purchase regional brands on e-commerce platforms, and relevant countermeasures are put forward for the development of Liujiaxia regional brand.

KEYWORDS

Purchasing Intention, Regional Brand, E-commerce Platform

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