Document Type

Work in Progress


Despite the rapid development of E-Commerce in global cities, residents in relative lagging areas are still facing issues to benefit from this technology. Such issues are like lack of computing equipment, inadequate technical skills, and expensive delivery services. To alleviate such issues, Chinese E-Commerce organizations (e.g., Alibaba) built up thousands of service stations in Chinese rural areas, and provided resources and services for local residents. In this research, we aim to investigate consumers’ acceptance of E-Commerce in such areas. The potential factors which may influence the consumers’ acceptance of E-commerce in such areas are explored according to a literature analysis. We propose a research model by incorporating the factors, such as perceived accessability, perceived safety, and social influence, based on the Technology Acceptance Model. An empirical study is planned to validate this research model in the future.