สารนิพนธ์พ.ศ. 2021

The Study on E-Commerce based on agribusiness model for improving the operational satisfaction of community farming business at Shouguang city, China

ผู้จัดทำ: Liu Changping
ระดับการศึกษา: ปริญญาโท
สาขาวิชา/กลุ่มสาขา: หลักสูตรบริหารธุรกิจมหาบัณฑิต สาขาวิชาการจัดการ
อาจารย์ที่ปรึกษา: Watt Mong Kwan Jacky, Pattama Roopsuwankun
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Abstract (English)

The rapid development of e-commerce changed consumer shopping habits and sales market structure. In the context of the rural revitalization strategy and the Internet economy, more and more agricultural product sales companies utilized e-commerce platforms to expand their sales channels and hope to solve the problems of low efficiency and high cost of traditional e-commerce distribution and provide new channels for product sales. Due to the lack of standardization, enterprises' online and offline connections were not close enough for agricultural product circulation and customer satisfaction in the Shouguang City of Shandong Province, leading to the poor customer shopping experience and low satisfaction. The objectives of this study were to analyze the challenges under the integrated agricultural management model, to search the relationship between influencing factors of website services, physical store services, perceived value, brand effects, logistics quality and trust of network platform, and the satisfaction of agricultural operations management, and to improve the comprehensive agricultural management model. Five hundred eighteen local agricultural industry operators were interviewed in September of 2021 based on six hypotheses for this study. All influencing factors were proved with a significant relationship with the satisfaction of agricultural operations management.