Influencing Factors of Consumer Behavior of Fresh Electricity Supplier Enterprises

DOI

10.2991/978-2-38476-297-2_101How to use a DOI?

Keywords

AISAS model; consumer behavior; fresh electricity supplier

Abstract

This paper takes the fresh electricity supplier L enterprise as an example to study the influence of consumer behavior factors. Based on AISAS model, through the analysis of these influencing factors, the influence level of each factor on consumer action is obtained, and the improvement of marketing and operation of fresh e-commerce enterprises is discussed. The main tool of this study is questionnaire survey, with a total sample space of 3.85 million, 400 samples were actually collected, 400 valid questionnaires were issued, and specific influencing factors were studied through quantitative analysis and statistical methods. This includes the analysis of the collected data. Through basic analysis, reliability analysis, validity analysis, correlation analysis and regression analysis, the validity of the questionnaire is good, and the influence of attention factor, interest factor, search factor and sharing factor on consumer action is analyzed, and the internal law between independent variable and dependent variable is found out. Finally, the research finds that interest factor and sharing factor have a greater impact on consumer action, while search factor and attention factor have a relatively small impact on consumer action. In addition, according to the research conclusions, this paper puts forward suggestions to improve customer service, marketing strategy and operation, which can provide reference for similar e-commerce enterprises.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hailing Hong
AU  - Chaiyawit Muangmee
AU  - Nusanee Meekaewkunchorn
PY  - 2024
DA  - 2024/10/31
TI  - Influencing Factors of Consumer Behavior of Fresh Electricity Supplier Enterprises
BT  - Proceedings of the 2024 8th International Seminar on Education, Management and Social Sciences (ISEMSS 2024)
PB  - Atlantis Press
SP  - 834
EP  - 840
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-297-2_101
DO  - 10.2991/978-2-38476-297-2_101
ID  - Hong2024
ER  -