The Study On The Relationship Of Interactive Orientation,Network Broadcast And Service Innovation Performance Of Leisure Agriculture Enterprises

Under the strategic background of "Internet+leisure agriculture",China’s leisure agriculture is undergoing profound changes.The service attributes of the leisure agriculture industry are increasingly prominent.Improving the service innovation ability has become the inevitable choice for leisure agriculture enterprises to obtain long-term market competitive advantages.However,at present,the academic circles pay little attention to the leisure agriculture service innovation,and the related research is very lack.In order to explore the effective path for leisure agricultural enterprises to improve service innovation performance,this study introduced two independent variables,namely,interactive orientation and network live broadcasting,to construct the relationship model between interactive orientation,network live broadcasting and service innovation performance of leisure agricultural enterprises.The reasons for the selection of independent variables are as follows:(1)interaction is a bridge between enterprises and customers,especially in the era of network economy,the importance of interaction is self-evident.Academic studies have confirmed the positive role of interactive orientation in improving enterprise performance and promoting service innovation,but there is no empirical study on interactive orientation and service innovation performance of leisure agriculture enterprises.(2)since 2015,network broadcast platform has been rising in an all-round way with rapid development.It is a new form of network social communication widely accepted and recognized by the current society.It has a huge market potential and a great opportunity for the development of leisure agriculture industry.In practice,the model of "leisure agriculture+network broadcast" has many successful cases,which reflects the positive role of network broadcast in promoting the development of leisure agriculture enterprises.However,no scholars have conducted in-depth academic research on this.(3)based on the theory of interactive ceremony chain and value co-creation,the essence of network broadcast is the process of interaction between anchors and audience,and interaction is the core of network broadcast.In the mode of "leisure agriculture+network broadcast",the interaction subjects are leisure agriculture enterprises and target customers.Therefore,there is a certain internal connection between network broadcast and interactive orientation and service innovation performance of leisure agriculture enterprises.Based on the above reasons,this study of leisure agriculture,service innovation,interactive network orientation,live core concepts such as literature review and summarize,and on this basis to build the interactive guide,live webcast and the relationship between service innovation performance model,in the domestic each big live online platform for the leisure agriculture enterprises questionnaire,the participants were 266 valid questionnaires,using SPSS 22.0 and AMOS 24.0 sample data for reliability validity analysis,correlation analysis and regression analysis.In terms of the three core concepts of interactive orientation,network broadcast and service innovation performance,the following four research conclusions are drawn:(1)interactive orientation has a positive impact on service innovation performance;(2)network broadcast has a significant positive impact on service innovation performance;(3)interactive orientation has a positive impact on network broadcast;(4)webcast plays an intermediary role between interactive orientation and service innovation performance.Empirical study results show that the interactive guide,live webcast and the inner relationship between leisure agriculture enterprise service innovation performance,based on this,this study on leisure agriculture enterprises put forward the following three Suggestions:(1)from a strategic height to build interactive guidance system,the concrete can be divided into customer concept,interactive response ability,customer authorization,and customer value management four parts;(2)actively develop the mode of "leisure agriculture+network broadcast" by creating network broadcast platforms or establishing network broadcast rooms in third-party network broadcast platforms;(3)cultivate the awareness of service innovation and improve the ability of service innovation.