สารนิพนธ์พ.ศ. 2022

The Influence of e-commerce service platform on Guizhou consumer satisfaction with online shopping of agricultural products

ผู้จัดทำ: Li Tingyu
ระดับการศึกษา: ปริญญาโท
สาขาวิชา/กลุ่มสาขา: หลักสูตรบริหารธุรกิจมหาบัณฑิต สาขาวิชาการจัดการ
อาจารย์ที่ปรึกษา: Yu Yanyan
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Abstract (English)

With the popularization of computer networks and the advancement of information technology, online shopping became a meaningful way. Online shopping for agricultural products had formed a new growth trend. The development speed of China's agricultural e-commerce platform was astonishing; from the perspective of customers, improving the experience and service level of the e-commerce platform to achieve participation and loyalty became the operators' focus. Convenience, safety, customer service, product quality, after-sales service, and other influencing factors were more critical. The three research objectives were; to explore the satisfaction of consumers buying agricultural products online in Guizhou, to evaluate the influencing factors of e-commerce quality on consumers' satisfaction with purchasing agricultural products in Guizhou, and to improve the future e-commerce development of agricultural products in Guizhou. Four hundreds and eighty-three questionnaires of Guizhou consumers were collected through the online WeChat platform by random sampling in March 2022. The results showed that all the influencing factors of convenience, safety, consumer service, product quality, and after-sale guarantee significantly impacted consumer satisfaction in buying online agricultural products through the platform with e-commerce quality service in Guizhou.