New Media Marketing, Customer Trust and Purchase Intention: An Empirical Study of Agricultural Products Online Stores in Hei Long Jiang Province, China

In the rapidly evolving digital age, where new media marketing redefines business strategies, this study situates itself in Heilongjiang Province, China, investigating the symbiotic relationship between technology acceptance, customer trust, and purchasing intentions of agricultural products in an online environment. Drawing upon the foundational Technology Acceptance Model (TAM) established by Davis in 1986, the research dissects the dimensions of technology acceptance, specifically perceived usefulness and perceived ease of use, and their influence on purchasing decisions. An essential component under exploration is the mediating role of customer trust, emphasizing its pivotal position between technology adoption and purchasing behaviors. The research seeks answers to four fundamental questions, culminating in a comprehensive understanding of mobile social user behavior, especially in contexts devoid of prior user interaction history. A notable feature of this study is its innovative methodology, employing non-probabilistic quota sampling techniques, ensuring representative and cost-effective data collection. The analysis leverages the G*Power software, using effect size conventions and Cochran’s formula, to determine an optimal sample size of 400 respondents. Through this comprehensive approach, the research aims to offer invaluable insights into the effectiveness of new media marketing strategies, potentially revolutionizing the online sale of agricultural commodities in the region and beyond.