The Impact of Rural E-commerce Fresh Product Sales Strategies in Developing Countries on Consumers' Psychology: The Story of an Apple

This study examines the impact of rural e-commerce sales strategies in developing countries on consumer psychology, and takes the apple industry in Zhaotong, China as the research object. This study employs a hybrid approach that combines investigation, interview, field observation, and secondary data analysis and also investigates how pricing, trust building and channel strategies shape the concepts and behaviors of rural consumers. The research results show that tiered pricing significantly enhances the purchasing intention of price-sensitive groups, while transparency measures, such as on-site orchard videos and recognition from local institutions, effectively reduce anxiety related to quality. In addition, the implementation of localized cold chain pick-up points and assisted ordering services for less digitally literate consumers has significantly enhanced convenience and encouraged repeat purchases. The study concluded that a tailor-made multi-dimensional strategy is crucial for overcoming the psychological barriers to adopting e-commerce in rural areas. These insights are of practical significance for policymakers and enterprises seeking to promote inclusive digital market participation in similar socio-economic contexts.