Research on Consumer Satisfaction Factors in Live Streaming Mode: Take Sichuan-Flavored Products as an Example

Gao Yuan; Jiang Yunying; Chen Luying; Jiang Weiwei; Chen Qiulian

doi:doi:10.11648/j.ajtab.20220803.11

| Peer-Reviewed

Research on Consumer Satisfaction Factors in Live Streaming Mode: Take Sichuan-Flavored Products as an Example

Gao Yuan, Jiang Yunying, Chen Luying, Jiang Weiwei, Chen Qiulian

Published in American Journal of Theoretical and Applied Business (Volume 8, Issue 3)

Received: 9 July 2022 Accepted: 22 July 2022 Published: 29 July 2022

Views: Downloads:

Download PDF

Share This Article

Twitter
Linked In
Facebook

Abstract

In recent years, with China's strong support for poverty alleviation and agricultural assistance, various e-commerce platforms have successively launched live broadcasts of agricultural products. Consumer satisfaction under the live broadcast mode has become a major issue that major e-commerce platforms and enterprises attach great importance to. In order to improve consumer satisfaction under the live broadcast mode, this paper takes Sichuan-flavored products as an example to construct a questionnaire for live-streaming sales of Sichuan-flavored products, and the data has passed the reliability test and validity test. Then put forward theoretical hypothesis, and carry out hypothesis test through regression analysis. After the test, it is concluded that product quality, product price, after-sales service and logistics service are significantly correlated with consumer satisfaction at the level of 0.01, and it is a positive correlation, and the hypothesis is established. At the end of the paper, it is proposed to strengthen the quality of Sichuan-flavor products on the live broadcast platform, improve the after-sales service quality of Sichuan-flavor products on the live broadcast platform, adopt reasonable pricing for the live broadcast platform Sichuan-flavor products, and improve the live broadcast platform. It can improve the satisfaction of consumers in the live broadcast mode.

Published in	American Journal of Theoretical and Applied Business (Volume 8, Issue 3)
DOI	10.11648/j.ajtab.20220803.11
Page(s)	38-42
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2022. Published by Science Publishing Group

Keywords

Sichuan-Flavored Products, Consumer Satisfaction, Live Streaming Mode

References

[1]	Tang Tiantian, Liu Hongjun, Ran Xuhui. Factors affecting consumer satisfaction of fresh agricultural products under the e-commerce model [J]. Jiangsu Agricultural Science, 2019, 47 (02): 327-332.
[2]	Gao Peng. The influence of express service quality based on SOR model on consumers' repurchase intention [D]. Qingdao University, 2021.
[3]	Zhang Xinyue. Research on the influence of online review text content of fresh agricultural products on consumer satisfaction [D]. Harbin Institute of Technology, 2020.
[4]	Yang Lei. Research on Taobao Platform Customer Satisfaction [D]. Shandong University, 2021.
[5]	Billy Bai, Rob Law, Ivan Wen. The Importance of Website Quality on Customer Satisfaction and Purchase Intentions: EvCIence from Chinese Online Visitors. International Journal of Hospitality Management. 2008, 3 (27), 391-402.
[6]	Li Wen, Song Huiqi, Pan Yaxiang, Luo Qingqing, Ma Yongqiang. Empirical analysis of consumer satisfaction evaluation and improvement of fresh agricultural products under O2O mode [J]. China Agricultural Resources and Zoning, 2020, 41 (01): 129-137.
[7]	Liu Yuhui. An Empirical Study on the Influencing Factors of Consumer Satisfaction in Online Purchase of Fresh Agricultural Products [D]. Jilin University, 2016.
[8]	Liu Pengfei. Thoughts on improving customer satisfaction of after-sales service of automobiles [J]. Times Auto, 2021 (17): 176-177.
[9]	Liu Ye. Research on logistics service quality management based on customer satisfaction [D]. Shanxi University, 2011.
[10]	Li Shaoying. Research on the influencing factors of customer satisfaction of fresh food e-commerce logistics and distribution services [D]. Yangzhou University, 2022.
[11]	Yang Lei. Research on Taobao Platform Customer Satisfaction [D]. Shandong University, 2021.
[12]	Liu Siqing, Zhang Jiaxing. Research on the influence of third-party logistics service quality on customers' willingness to reuse [J]. China Logistics and Purchasing, 2021 (24): 36-37.
[13]	Zhang Juxiang. Empirical evidence on the impact of fresh food e-commerce cold chain logistics service quality on customer satisfaction [J]. Market Forum, 2022 (03): 25-35.
[14]	Yan Zhaoye, Gao Yuan. Research on consumer brand trust and purchase intention based on e-commerce public welfare live broadcast platform [J]. China Business Review, 2022 (10): 66-70.
[15]	Kline, R. B., 1998. Principles and Practice of Structural Equation Modeling. Guilford, New York.

Cite This Article

Plain Text BibTeX RIS

APA Style

Gao Yuan, Jiang Yunying, Chen Luying, Jiang Weiwei, Chen Qiulian. (2022). Research on Consumer Satisfaction Factors in Live Streaming Mode: Take Sichuan-Flavored Products as an Example. American Journal of Theoretical and Applied Business, 8(3), 38-42. https://doi.org/10.11648/j.ajtab.20220803.11

Copy | Download

ACS Style

Gao Yuan; Jiang Yunying; Chen Luying; Jiang Weiwei; Chen Qiulian. Research on Consumer Satisfaction Factors in Live Streaming Mode: Take Sichuan-Flavored Products as an Example. Am. J. Theor. Appl. Bus. 2022, 8(3), 38-42. doi: 10.11648/j.ajtab.20220803.11

Copy | Download

AMA Style

Gao Yuan, Jiang Yunying, Chen Luying, Jiang Weiwei, Chen Qiulian. Research on Consumer Satisfaction Factors in Live Streaming Mode: Take Sichuan-Flavored Products as an Example. Am J Theor Appl Bus. 2022;8(3):38-42. doi: 10.11648/j.ajtab.20220803.11

Copy | Download

@article{10.11648/j.ajtab.20220803.11,
  author = {Gao Yuan and Jiang Yunying and Chen Luying and Jiang Weiwei and Chen Qiulian},
  title = {Research on Consumer Satisfaction Factors in Live Streaming Mode: Take Sichuan-Flavored Products as an Example},
  journal = {American Journal of Theoretical and Applied Business},
  volume = {8},
  number = {3},
  pages = {38-42},
  doi = {10.11648/j.ajtab.20220803.11},
  url = {https://doi.org/10.11648/j.ajtab.20220803.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajtab.20220803.11},
  abstract = {In recent years, with China's strong support for poverty alleviation and agricultural assistance, various e-commerce platforms have successively launched live broadcasts of agricultural products. Consumer satisfaction under the live broadcast mode has become a major issue that major e-commerce platforms and enterprises attach great importance to. In order to improve consumer satisfaction under the live broadcast mode, this paper takes Sichuan-flavored products as an example to construct a questionnaire for live-streaming sales of Sichuan-flavored products, and the data has passed the reliability test and validity test. Then put forward theoretical hypothesis, and carry out hypothesis test through regression analysis. After the test, it is concluded that product quality, product price, after-sales service and logistics service are significantly correlated with consumer satisfaction at the level of 0.01, and it is a positive correlation, and the hypothesis is established. At the end of the paper, it is proposed to strengthen the quality of Sichuan-flavor products on the live broadcast platform, improve the after-sales service quality of Sichuan-flavor products on the live broadcast platform, adopt reasonable pricing for the live broadcast platform Sichuan-flavor products, and improve the live broadcast platform. It can improve the satisfaction of consumers in the live broadcast mode.},
 year = {2022}
}

Copy | Download

TY  - JOUR
T1  - Research on Consumer Satisfaction Factors in Live Streaming Mode: Take Sichuan-Flavored Products as an Example
AU  - Gao Yuan
AU  - Jiang Yunying
AU  - Chen Luying
AU  - Jiang Weiwei
AU  - Chen Qiulian
Y1  - 2022/07/29
PY  - 2022
N1  - https://doi.org/10.11648/j.ajtab.20220803.11
DO  - 10.11648/j.ajtab.20220803.11
T2  - American Journal of Theoretical and Applied Business
JF  - American Journal of Theoretical and Applied Business
JO  - American Journal of Theoretical and Applied Business
SP  - 38
EP  - 42
PB  - Science Publishing Group
SN  - 2469-7842
UR  - https://doi.org/10.11648/j.ajtab.20220803.11
AB  - In recent years, with China's strong support for poverty alleviation and agricultural assistance, various e-commerce platforms have successively launched live broadcasts of agricultural products. Consumer satisfaction under the live broadcast mode has become a major issue that major e-commerce platforms and enterprises attach great importance to. In order to improve consumer satisfaction under the live broadcast mode, this paper takes Sichuan-flavored products as an example to construct a questionnaire for live-streaming sales of Sichuan-flavored products, and the data has passed the reliability test and validity test. Then put forward theoretical hypothesis, and carry out hypothesis test through regression analysis. After the test, it is concluded that product quality, product price, after-sales service and logistics service are significantly correlated with consumer satisfaction at the level of 0.01, and it is a positive correlation, and the hypothesis is established. At the end of the paper, it is proposed to strengthen the quality of Sichuan-flavor products on the live broadcast platform, improve the after-sales service quality of Sichuan-flavor products on the live broadcast platform, adopt reasonable pricing for the live broadcast platform Sichuan-flavor products, and improve the live broadcast platform. It can improve the satisfaction of consumers in the live broadcast mode.
VL  - 8
IS  - 3
ER  -

Copy | Download

Author Information

Gao Yuan

Business School, Lingnan Normal University, Zhanjiang, China
Jiang Yunying

Business School, Lingnan Normal University, Zhanjiang, China
Chen Luying

Business School, Lingnan Normal University, Zhanjiang, China
Jiang Weiwei

Business School, Lingnan Normal University, Zhanjiang, China
Chen Qiulian

Business School, Lingnan Normal University, Zhanjiang, China

Download PDF

Sections

Plain Text BibTeX RIS

APA Style

Gao Yuan, Jiang Yunying, Chen Luying, Jiang Weiwei, Chen Qiulian. (2022). Research on Consumer Satisfaction Factors in Live Streaming Mode: Take Sichuan-Flavored Products as an Example. American Journal of Theoretical and Applied Business, 8(3), 38-42. https://doi.org/10.11648/j.ajtab.20220803.11

Copy | Download

ACS Style

Gao Yuan; Jiang Yunying; Chen Luying; Jiang Weiwei; Chen Qiulian. Research on Consumer Satisfaction Factors in Live Streaming Mode: Take Sichuan-Flavored Products as an Example. Am. J. Theor. Appl. Bus. 2022, 8(3), 38-42. doi: 10.11648/j.ajtab.20220803.11

Copy | Download

AMA Style

Gao Yuan, Jiang Yunying, Chen Luying, Jiang Weiwei, Chen Qiulian. Research on Consumer Satisfaction Factors in Live Streaming Mode: Take Sichuan-Flavored Products as an Example. Am J Theor Appl Bus. 2022;8(3):38-42. doi: 10.11648/j.ajtab.20220803.11

Copy | Download

@article{10.11648/j.ajtab.20220803.11,
  author = {Gao Yuan and Jiang Yunying and Chen Luying and Jiang Weiwei and Chen Qiulian},
  title = {Research on Consumer Satisfaction Factors in Live Streaming Mode: Take Sichuan-Flavored Products as an Example},
  journal = {American Journal of Theoretical and Applied Business},
  volume = {8},
  number = {3},
  pages = {38-42},
  doi = {10.11648/j.ajtab.20220803.11},
  url = {https://doi.org/10.11648/j.ajtab.20220803.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajtab.20220803.11},
  abstract = {In recent years, with China's strong support for poverty alleviation and agricultural assistance, various e-commerce platforms have successively launched live broadcasts of agricultural products. Consumer satisfaction under the live broadcast mode has become a major issue that major e-commerce platforms and enterprises attach great importance to. In order to improve consumer satisfaction under the live broadcast mode, this paper takes Sichuan-flavored products as an example to construct a questionnaire for live-streaming sales of Sichuan-flavored products, and the data has passed the reliability test and validity test. Then put forward theoretical hypothesis, and carry out hypothesis test through regression analysis. After the test, it is concluded that product quality, product price, after-sales service and logistics service are significantly correlated with consumer satisfaction at the level of 0.01, and it is a positive correlation, and the hypothesis is established. At the end of the paper, it is proposed to strengthen the quality of Sichuan-flavor products on the live broadcast platform, improve the after-sales service quality of Sichuan-flavor products on the live broadcast platform, adopt reasonable pricing for the live broadcast platform Sichuan-flavor products, and improve the live broadcast platform. It can improve the satisfaction of consumers in the live broadcast mode.},
 year = {2022}
}

Copy | Download

TY  - JOUR
T1  - Research on Consumer Satisfaction Factors in Live Streaming Mode: Take Sichuan-Flavored Products as an Example
AU  - Gao Yuan
AU  - Jiang Yunying
AU  - Chen Luying
AU  - Jiang Weiwei
AU  - Chen Qiulian
Y1  - 2022/07/29
PY  - 2022
N1  - https://doi.org/10.11648/j.ajtab.20220803.11
DO  - 10.11648/j.ajtab.20220803.11
T2  - American Journal of Theoretical and Applied Business
JF  - American Journal of Theoretical and Applied Business
JO  - American Journal of Theoretical and Applied Business
SP  - 38
EP  - 42
PB  - Science Publishing Group
SN  - 2469-7842
UR  - https://doi.org/10.11648/j.ajtab.20220803.11
AB  - In recent years, with China's strong support for poverty alleviation and agricultural assistance, various e-commerce platforms have successively launched live broadcasts of agricultural products. Consumer satisfaction under the live broadcast mode has become a major issue that major e-commerce platforms and enterprises attach great importance to. In order to improve consumer satisfaction under the live broadcast mode, this paper takes Sichuan-flavored products as an example to construct a questionnaire for live-streaming sales of Sichuan-flavored products, and the data has passed the reliability test and validity test. Then put forward theoretical hypothesis, and carry out hypothesis test through regression analysis. After the test, it is concluded that product quality, product price, after-sales service and logistics service are significantly correlated with consumer satisfaction at the level of 0.01, and it is a positive correlation, and the hypothesis is established. At the end of the paper, it is proposed to strengthen the quality of Sichuan-flavor products on the live broadcast platform, improve the after-sales service quality of Sichuan-flavor products on the live broadcast platform, adopt reasonable pricing for the live broadcast platform Sichuan-flavor products, and improve the live broadcast platform. It can improve the satisfaction of consumers in the live broadcast mode.
VL  - 8
IS  - 3
ER  -

Copy | Download