A Study of the Factors Influencing Consumer Satisfaction on the Live-Streaming Bandwagon Marketing Model for Specialty Agricultural Products

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Title: A Study of the Factors Influencing Consumer Satisfaction on the Live-Streaming Bandwagon Marketing Model for Specialty Agricultural Products
Author: Li Jianbin
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: Graduate School
Academic year: 2566 (2023)
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MCU
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MCU Ubonratchathani Journal of Buddhist Studies (JOBU), Vol.5 No.2 May-August 2023  (pp.217-226)| วารสารพุทธศาสตร์ มจร.อุบลราชธานี ปีที่ 5 ฉบับที่ 2 พฤษภาคม-สิงหาคม 2566, หน้า 217-226

Abstract

With the development of science and technology and the popularization and application of the Internet, the convenience of online shopping and the frequency of online social interaction have made people’s life and work more efficient and convenient, and therefore changed people’s living habits and consumption habits. The development of the live carry mode is more in line with the needs of the times, and more and more industries are joining in, especially in helping the development of rural agricultural products, so that more people understand regional specialty agricultural products and expand new sales channels for them. However, with the development and popularity of the regional characteristics of agricultural products live with the influence of the model, the live platform of agricultural products is more serious homogenization as well as the irregular operation of business management caused by the reduction of the customer’s purchase rate. Therefore, the research objectives of this paper aim at the following three points: 1) To analyze the impact of consumer-perceived product quality on satisfaction in agricultural live streaming banding; 2) To analyze the impact of consumer-perceived product value on satisfaction; 3) To analyze the impact of consumer anticipation expectations on satisfaction.

This paper adopts a quantitative research method, the way of questionnaire survey on specialty agricultural products live with goods in the purchase of Jiangxi specialty agricultural products consumers to carry out research activities, to obtain a valid questionnaire 411 and the use of SPSS on the effective data collected in this paper in order to carry out descriptive statistics, correlation and regression analysis, in order to validate the hypothesis of this paper.

The results of the empirical study show that: 1) the perceived quality of agricultural products live with goods has a significant positive impact on consumer satisfaction; 2) the perceived value of consumers has a significant positive impact on their consumer satisfaction; 3) consumer expectations have a significant positive impact on consumer satisfaction. Finally, based on the findings of this paper, corresponding constructive suggestions are made for the consumer satisfaction of live streaming of specialty agricultural products in Jiangxi Province, China.

Keywords: live streaming with goods, marketing model, customer satisfaction, acsi satisfaction model


A Study of the Factors Influencing Consumer Satisfaction on the Live-Streaming Bandwagon Marketing Model for Specialty Agricultural Products

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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