Connecting Poverty to Purchase in Informal Markets
研究金字塔底层企业在非正规市场中，贫困的不同维度如何影响顾客购买意愿，发现正式制度环境强弱会调节个人和网络规范对购买决策的作用。
B ase‐of‐the‐ P yramid ( BoP ) enterprises seek to serve impoverished customers in informal markets. While BoP enterprises have grown in prominence, comparatively little multidimensional theoretical work has explored why these customers ultimately elect to purchase their products. Using a sample of 555 potential customers in rural I ndia, our results indicate that the influence of different dimensions of poverty on likelihood of purchase is largely a function of the strength of the formal institutional environment. Specifically, stronger formal institutional environments can act as both a complement to, and a substitute for, the influence of individual‐ and network‐level norms on purchasing decisions in informal markets. Copyright © 2014 Strategic Management Society.