Research On Consumer Satisfaction Of Yanbian Ginseng Processing Products Based On Dual Channels

Ginseng is a kind of perennial precious medicinal material that is well-known at home and abroad,and is known to all ages.In recent years,Yanbian has vigorously developed ginseng processing products,thus extending the industrial chain of ginseng.In order to expand the sales scope of ginseng products at home and abroad,Yanbian has established an online sales platform based on the traditional sales model.However,under the combined sales model of offline and online,the sales of Yanbian ginseng processing products is not optimistic,and the sales of products are declining year by year.In order to improve the sales of Yanbian ginseng processing products,this paper chooses to investigate various influencing factors that can improve the overall sales level of Yanbian ginseng processing products from the perspective of consumer satisfaction.Because consumer satisfaction determines the loyalty of consumers to products and the possibility of repurchasing products,grasping stable customer resources can improve product sales to a certain extent.This paper takes the consumers of Yanbian ginseng processing products as the survey object,and selects the public factors that affect consumer satisfaction through offline and online channels,these four exogenous variables named brand image,product quality,shopping environment and service quality,and the overall consumer satisfaction is an endogenous variable,a total of 5 latent variables and 18 observation variables to construct a dual-channel Yanbian ginseng processing products consumer satisfaction structural equation,and calculate the impact of various factors on the degree of consumer satisfaction and the consumer satisfaction index under the two different situations of offline and online channels,and the independent-samples T Test and one-way ANOVA were used to explore the heterogeneity of demographic characteristics in consumer satisfaction.It is concluded that: in offline and online channels,product quality and brand image have the greatest impact on consumer satisfaction respectively.Also,the consumer satisfaction of purchasing Yanbian ginseng processing products works through offline channels is generally higher than that of online channels.In addition,for online channels,consumer satisfaction is heterogeneous across some of the demographics investigated in this study,while for offline channels,consumer satisfaction is not heterogeneous across all demographics investigated in this study.According to the research results,this paper puts forward different opinions and suggestions on the offline and online sales of Yanbian ginseng processing products.In the offline sales of Yanbian ginseng processing products,they should control the market price and improve the cost-effectiveness of products;continue to develop new varieties of ginseng processing products;strictly control the processing procedures and retain the active ingredients of the processed products;improve product market access standards to ensure the quality of ginseng processing products;pay attention to product packaging design.In the online sales of Yanbian ginseng processing products,they should strengthen the management of online stores and improve the credibility of online brands;deepen the impression of brand culture through the network environment;increase brand publicity and increase brand awareness.