Study on the extension path of agricultural products live marketing mode of rural e-commerce platform based on network traffic analysis
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03. Feb. 2025
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Online veröffentlicht: 03. Feb. 2025
Eingereicht: 09. Sept. 2024
Akzeptiert: 29. Dez. 2024
DOI: https://doi.org/10.2478/amns-2025-0021
Schlüsselwörter
© 2025 Zhengxi Zhou et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
Figure 1
Figure 2
Main effect test results
| Variable | CVE | NFA | MDO | NUM | PEO | PRI | |
|---|---|---|---|---|---|---|---|
| Model(1) | 1.832* | - | - | -0.236*** | 0.367*** | -0.016 | |
| t | 7.365 | - | - | 6.354 | 7.325 | 5.264 | |
| Variable | TIM | FAN | CVE*MDO | R2 | DR2 | F | |
| 0.035 | -0.027 | - | 0.736 | 0.044 | 6.05 | ||
| t | 5.632 | 6.254 | - |
The model assumes the test results
| Research hypothesis | Whether or not |
|---|---|
| H1:Consumer watching experience is affecting consumer buying behavior | Yes |
| H2:Network traffic analysis is mediated in the influence of consumer watching experience on its purchase behavior | Yes |
| H3a:The broadcast mode of the anchor is adjusting the relationship between the consumer viewing experience and the network traffic analysis | Yes |
| H3b:The relationship between the user viewing experience and the network traffic analysis is adjusted for the brand live mode | Yes |
Regulation effect test results
| Variable | CVE | NFA | MDO | NUM | PEO | PRI | |
|---|---|---|---|---|---|---|---|
| Model(4) | 0.077** | - | 1.965*** | 0.086 | -0.076 | -0.019 | |
| t | 6.532 | - | 6.324 | 6.324 | 8.523 | 6.254 | |
| Variable | TIM | FAN | CVE*MDO | R2 | DR2 | F | |
| 0.011 | 0.035 | 1.963* | 0.744 | 0.149 | 13.66 | ||
| t | 6.254 | 8.562 | 15.631 | ||||
| Model(5) | Variable | CVE | NFA | MDO | NUM | PEO | PRI |
| 0.027*** | - | -0.347* | -0.011 | 0.025 | 0.577 | ||
| t | 15.664 | - | 6.324 | 6.254 | 8.654 | 6.441 | |
| Variable | TIM | FAN | CVE*MDO | R2 | DR2 | F | |
| -0.119* | -0.055 | -0.328*** | 7.66 | 0.147 | 13.66 | ||
| t | 6.512 | 6.325 | 8.569 |
Descriptive statistics of variables
| Variable | Sample size | Min | Max | Mean | SD | Median |
|---|---|---|---|---|---|---|
| BU | 933 | 133 | 176000000 | 1936584 | 8639121 | 269048 |
| THU | 933 | 10236 | 369000000 | 1987463 | 2469521 | 185624 |
| DEM | 933 | 10064 | 168765452 | 989654 | 1469500 | 176321 |
| STU | 933 | 44 | 20010000 | 196523 | 196857 | 43655 |
| SWN | 933 | 630 | 5660000 | 66854 | 25631 | 206963 |
| FNU | 933 | 633 | 5022220 | 25632 | 52631 | 204589 |
| WNU | 933 | 16 | 933000000 | 19600000 | 9652000 | 396660 |
| MDO | 933 | 0 | 1 | 0.66 | 0.56 | 0.46 |
| NUM | 933 | 6 | 18963 | 9632 | 763 | 2364 |
| PEO | 933 | 3 | 1866 | 963 | 89 | 685 |
| PRI | 933 | 3.5 | 17000 | 406.9 | 63.8 | 186 |
| FAN | 933 | 0 | 0.5624 | 0.0196 | 0.0016 | 0.0109 |
| TIM | 933 | 1.55 | 176.36 | 7.636 | 25.33 | 6.08 |
The mediation action test results
| Variable | CVE | NFA | MDO | NUM | PEO | PRI | |
|---|---|---|---|---|---|---|---|
| Model(2) | 3.106*** | - | - | 8.639 | -6.235 | -2.365 | |
| t | 20.337 | - | - | 20.635 | 17.635 | 16.355 | |
| Variable | TIM | FAN | CVE*MDO | R2 | DR2 | F | |
| -3.256 | 6.595* | - | 0.736 | 0.114 | 12.33 | ||
| t | 16.325 | 20.365 | - | ||||
| Model(3) | Variable | CVE | NFA | MDO | NUM | PEO | PRI |
| 3.265*** | 6.325* | - | -0.135* | -0.015* | 0.355*** | ||
| t | 19.635 | 18.265 | - | 16.325 | 17.336 | 20.584 | |
| Variable | TIM | FAN | CVE*MDO | R2 | DR2 | F | |
| -0.044 | -0.018 | - | 0.735 | 0.147 | 17.33 | ||
| t | 16.335 | 17.258 | - |