Optimization Strategy Of Consumer Satisfaction Of Direct Broadcast E-commerce Of Agricultural Products Based On Product Characteristics

With the continuous improvement of network infrastructure,the updating and iteration of Internet technology and the popularization of various mobile intelligent terminals,various agricultural products sales models based on network technology emerge in endlessly,and people’s consumption concept,means,media and requirements of agricultural products are always in a changing state.With the continuous development of livestreaming e-commerce of agricultural products,the change of consumer satisfaction and requirements is directly related to the production and sales of agricultural products.As a result,more and more producers,researchers and marketing enterprises are paying attention to the livestreaming e-commerce of agricultural products.In this paper,machine learning and econometric model were combined to identify the features of livestreaming agricultural products that affect consumer satisfaction,established an econometric model that reflects the interaction between variables,and studied the factors influencing consumer satisfaction in the context of livestreaming e-commerce of agricultural products.After summarizing and analyzing the theory and research status,scientific questions were put forward and econometric model was established.Python3.7 was used to compile the crawler program to obtain online comment data of live agricultural products.Finally,structured data processing and analysis were completed.It is found in this study that the influencing factors of consumer satisfaction have changed in the livestreaming e-commerce of agricultural products.Among them,"anchor recommendation" and "place of origin" have become important influencing factors,and the influence degree of "food safety","cost performance" and "brand" on consumer satisfaction has changed.This study quantified these changes and analyzed the causes and processes of these changes respectively.Finally,the theoretical research results were applied to practice,and the optimization strategies for two products of "Dangshan pear" and "Jinzhai Mushroom" were proposed,and the indicators after implementation were analyzed.The rationality,validity and maneuverability of the research results were verified by practical results.This study complements the influence of product features on consumer satisfaction in the study of livestreaming e-commerce of agricultural products.It plays a basic role in the study of consumers’ purchasing intention and behavior in live streaming e-commerce and has academic theoretical value.At the same time,it has practical application value and prospect for the business practice of agricultural production subjects,agricultural marketing enterprises and anchors.