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Tang, Lin. Factors influencing online platform engagement in fresh fruit e-commerce in China. Doctoral Degree(Industrial Business Administration). King Mongkut's Institute of Technology Ladkrabang. Central Library. : King Mongkut's Institute of Technology Ladkrabang, 2024.
Factors influencing online platform engagement in fresh fruit e-commerce in China
Name: Tang, Lin
LCSH:
Fruit
LCSH:
Fruit trade
-- China
Abstract:
In the rapidly evolving landscape of e-commerce, understanding the factors that drive consumer engagement with online platforms is pivotal for businesses and policymakers. This study investigates the nuanced dynamics shaping consumers' online platform engagement in the context of fresh fruit e-commerce in China. Drawing on a comprehensive framework, the research identifies five independent variablesperceived value, perceived quality, social media influence, E-commerce platform familiarity, and online shopping conveniencethat potentially impact online platform engagement. The dependent variable analyzed is online platform engagement. A questionnaire-based survey was administered to consumers engaged in online purchases of fresh fruits in China. Advanced statistical techniques were employed to analyze the collected data, including mean interpretation, regression analysis. Hypothesis testing was used to determine the significance of the relationships between variables. The hypothesis testing results provide valuable insights into the factors influencing online platform engagement in the context of fresh fruit e-commerce. While perceived value did not exhibit a significant correlation with online platform engagement, perceived quality, social media influence, e-commerce platform familiarity, and online shopping convenience were identified as significant predictors. These findings emphasize the multifaceted nature of consumer behavior, where factors such as product quality, social media impact, platform familiarity, and shopping convenience play pivotal roles in shaping online engagement
King Mongkut's Institute of Technology Ladkrabang. Central Library
Address:
BANGKOK
Email:
Lifelong@kmitl.ac.th
Name: Nuttawut Rojniruttikul
Role:
Thesis Advisor
Email :
nuttawut.ro@kmitl.ac.th
Created:
2024
Modified:
2024-11-16
Issued:
2024-11-16
วิทยานิพนธ์/Thesis
application/pdf
eng
DegreeName: Master of Business Administration
Level: Doctoral Degree
Descipline: Industrial Business Administration
©copyrights King Mongkut's Institute of Technology Ladkrabang
RightsAccess:
ใช้เวลา
0.022036 วินาที
Tang, Lin
| Title | Contributor | Type |
|---|---|---|
| Factors influencing online platform engagement in fresh fruit e-commerce in China
สถาบันเทคโนโลยีพระจอมเกล้าเจ้าคุณทหารลาดกระบัง Tang, Lin | Nuttawut Rojniruttikul | วิทยานิพนธ์/Thesis |
Nuttawut Rojniruttikul