The Study on People's Live-Streaming Consumption of Fresh Products and Its Influencing Factors-A Data Model Analysis in the Context of COVID-19 Pandemic
3rd International Conference on Industrial IoT, Big Data and Supply Chain, IIoTBDSC 2022
; : 133-140, 2022.
Article
in English
| Scopus | ID: covidwho-2299229
ABSTRACT
Against the backdrop of the rapid development of e-commerce and the severe blow to fresh food e-commerce shopping caused by the COVID-19 Pandemic, this paper discusses consumers' perceptions of fresh food in the e-commerce live streaming mode using data mining in conjunction with a literature review and a questionnaire survey before presenting research findings that analyze influencing factors and product purchase behaviours. The total consumption and frequency of live-streaming consumption(FLSC) are closely examined in consumer behaviours. We investigate product's cost-performance cognitions(PCC), influencers cognitions(IC), logistics cognitions(LC),discounts cognitions(DC), live-streaming platforms cognitions(LPC), on-line interaction cognitions (OIC), live-streaming disadvantage cognitions(LDC), and impulsive consumption cognitions(ICC) as influencing factors. According to the data model fitting results, merchants can refer to research suggestions and optimize their marketing strategies, improve the problems in the fresh food live streaming marketing strategy, and improve consumer satisfaction, thereby promoting the development of fresh food e-commerce. © 2022 IEEE.
data mining; data model analysis; fresh food products; influencing factors; live e-commerce streaming; Consumer behavior; COVID-19; Electronic commerce; Factor analysis; Food products; Strategic planning; Consumer perception; Data model analyse; E- commerces; Fresh food; Fresh food product; Influencing factor; Live streaming; Marketing strategy; Modeling analyzes
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Collection:
Databases of international organizations
Database:
Scopus
Language:
English
Journal:
3rd International Conference on Industrial IoT, Big Data and Supply Chain, IIoTBDSC 2022
Year:
2022
Document Type:
Article
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