Title: The impact of e-commerce practices on local product purchase intention: moderating factors research

Authors: Lin Li

Addresses: Hunan Mechanical and Electrical Polytechnic, Changsha, Hunan, 410151, China

Abstract: The current research was conducted to analyse the moderating role of the product description, enduring involvement, cognitive involvement, and affective involvement in the relationship between e-commerce practices and local product brands' purchase intention. The respondents were targeted physically in Changsha, Hunan, and a sample of 299 respondents was collected on a self-administered questionnaire using a random sampling method. Statistical Package for Social Sciences (SPSS) 29 was used for descriptive findings, and Smart PLS 3 was used for inferential statistics. The findings disclosed that product description, enduring involvement, and affective involvement significantly moderate the relationship between e-commerce practices and local product brands' purchase intention. However, the study found cognitive involvement has no moderating relationship between e-commerce practices and local product brand purchase intention. The findings of this research are novel for theoretical contributions to the literature. Furthermore, there are some practical recommendations in this research to improve the local product brands purchasing intention in China.

Keywords: e-commerce; local products; purchase intention; product description; enduring involvement.

DOI: 10.1504/IJSOM.2026.154592

International Journal of Services and Operations Management, 2026 Vol.54 No.2, pp.211 - 228

Received: 20 Feb 2024
Accepted: 19 Apr 2024
Published online: 07 Jul 2026 *

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