Development of Live Broadcast Management Model of Fresh Fruit E-commerce for Consumers’ Online Purchase in Guangxi, China.

บทคัดย่อ

The objective of this research is to develop a live broadcast management model of fresh fruit e-commerce for consumers' online purchase in Guangxi, China. The first step was to study the elements of live broadcast management of fresh fruit e-commerce for consumers' online purchase in Guangxi by interviewing 12 live broadcast experts. The second step was to evaluate consistency of the elements of live broadcast management of fresh fruit e-commerce for consumers' online purchase in Guangxi by another 17 experts. The third step was to create and evaluate the live broadcast management model by another 6 experts. The data analysis methods included frequency, percentage, median, quartile, mean, and standard deviation.

 After the above three steps were completed, the following results were obtained: At Step 1, the elements of live broadcast consisted of 8 elements with 46 dimensions; At Step 2, from the appropriate elements, 43 items were retained, 3 items were deleted and 12 texts were revised; and at Step 3, the live broadcast management model was drawn in an appropriate manner, which consisted of 3 contents with 11 classifications, all of which were totally accepted by the experts.