A Study on the Effects of Interaction Behavior on Consumer Continuous Purchase Intention in the Fresh Agricultural Products : Focusing on the Mediation Effects of Satisfaction and Trust = A Study on the Effects of Interaction Behavior on Consumer Continuous Purchase Intention in the Fresh Agricultural Products|RISS 상세보기

다국어 초록 (Multilingual Abstract)

Along with the rapid development of the Internet, E-commerce live streaming as a new business model rapid expansion, rapid penetration into all walks of life, greatly enriching and changing people's lives. E-commerce live streaming has quickly captured the market with its rich content, easy operation and superb realisation ability, and the number of consumers who choose and buy fresh agricultural products through watching live broadcasts has been increasing, and the market scale is further expanding. However, at the same time there are problems such as false propaganda, similarity of live streaming content and substandard quality of goods, which leads to consumers staying in the live streaming room for a short time and a decline in the willingness to continue to buy, which seriously affects the effect of the sale of fresh agricultural products. As a result, fresh food E-commerce merchants are particularly concerned about how to extend the length of time consumers stay in the live streaming room and enhance their continued willingness to Interaction has received widespread attention as an important influence on consumer behaviour. Show host, as the core of the E-commerce live streaming marketing model, are responsible for showing and recommending products to consumers and responding to their questions in a timely manner, the more interactive they are, the higher the consumer satisfaction will be. Therefore, this paper launches a study from the perspective of interaction behavior, taking fresh produce consumers as the object of investigation, and analyses the influencing factors of the willingness of this type of consumers to continuously purchase fresh produce. An efficient interaction behavior is conducive to attracting fresh produce consumers to continuously watch live events, which in turn leads to sustained purchase actions. This paper combines the theories of satisfaction and trust to construct a theoretical research model of the interaction behavior on the continuous purchase intention of consumers of fresh agricultural products, and adopts a questionnaire survey to obtain user data, and establishes a structural equation modelling to carry out empirical research and draw conclusions. The results of the study show that objective recommendation, funny language, real-time response and innovative display in the interactive behavior positively affect consumers' intention to continue purchasing, and satisfaction and trust mediate the relationship between the interactive behavior and consumers' intention to continue purchasing. The results of the study help fresh food E-commerce merchants and related show hosts training institutions to understand the formation process of consumers' continuous purchase intention recognise the importance of E-commerce show hosts interaction behavior and provide reference suggestions for E-commerce live streaming merchants and related show host training institutions, such as targeted professional training for E-commerce show hosts; using specific interaction behavior to enhance consumers' consumption experience, thus maximising consumers' continuous purchase intention and providing suggestions for the sustainable development of China's fresh food E-commerce enterprises. Keywords: E-commerce Live Streaming; Interaction Behavior; Satisfaction; Trust; Consumer Continuous Purchase Intention.

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목차 (Table of Contents)

Chapter 1. Introduction 1
1.1 Research Background and Objective 1
1.2 Research Significance 6
1.3 Research Methodology 8
1.4 Research Process 10

Chapter 1. Introduction 1
1.1 Research Background and Objective 1
1.2 Research Significance 6
1.3 Research Methodology 8
1.4 Research Process 10
Chapter 2. Literature Review13
2.1 E-commerce Live Streaming Related Theories13
2.1.1 E-commerce Live Shopping 13
2.1.2 Fresh Produce E-commerce Live Streaming 15
2.1.3 E-commerce Show Host 19
2.2 Interaction Theory Related Research 23
2.2.1 Definition of Interaction 23
2.2.2 Research Related to Interaction 24
2.2.3 Dimensions of Interaction 27
2.3 Satisfaction 32
2.3.1 Definition of Satisfaction32
2.3.2 Satisfaction and Consumer Continuous Purchase Intention34
2.3.3 Factors Affecting Satisfaction 35
2.4 Trust 38
2.4.1 Definition of Trust38
2.4.2 Trust and Satisfaction40
2.4.3 Trust and Consumer Continuous Purchase Intention41
2.4.4 Factors Affecting Trust 42
2.5 Consumer Continuous Purchase Intention 45
2.5.1 Definition of Consumer Continuous Purchase Intention45
2.5.2 Factors Affecting Consumer Continuous Purchase Intention 47
Chapter 3. Research Design 50
3.1 Research Model 50
3.2 Research Hypothesis 52
3.2.1 Interaction Behavior and Consumer Continuous Purchase Intention52
3.2.2 The Mediating Role of Satisfaction54
3.2.3 The Mediating Role of Trust56
3.3 Measurement60
3.4 Data Collection and Analysis 63
Chapter 4. Research Results 69
4.1 Demographic Descriptive Statistics 69
4.2 Descriptive Analysis of Variables72
4.3 Reliability and Validity Analysis 74
4.3.1 Reliability Test74
4.3.2 Exploratory Factor Analysis 78
4.3.3 Confirmatory Factor Analysis 82
4.4 Correlation Analysis86
4.5 Hypothesis Testing 88
4.5.1 Structural Equation Model Test88
4.5.2 The Mediating Effect Analysis 91
Chapter 5. Conclusion 98
5.1 Main Findings 98
5.2 Implications 101
5.2.1 Theoretical Implications101
5.2.2 Practical Implications102
5.3 Limitations and Future Research Direction 105
References 108
국문 초록130
Appendix 1: Questionnaire (English) 132

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