Abstract: This study investigates the implementation effect and perception bias of social e-commerce strategy in agricultural material enterprises, using Shandong Nongyang Biotechnology Co., Ltd. as a case. Unlike prior research focused on fast-moving consumer goods, this study addresses the high-knowledge-threshold, long-decision-cycle characteristics of agricultural inputs. Adopting a hybrid method combining quantitative (883 samples including 590 customers and 48 employees, AHP-weighted fuzzy comprehensive evaluation) and qualitative (30 semi-structured interviews, Nvivo coding, SWOT-PESTEL analysis) approaches, the research evaluates strategy effectiveness across three dimensions: engagement, influencer impact, and content quality. Results show an overall strategy score of 82.95 (Grade B), with content quality rated highest (Grade A). However, a statistically significant perception bias exists between customers and employees across all three dimensions (p < 0.05), particularly in engagement (customer 3.72 vs. employee 3.25) and content quality (customer 3.98 vs. employee 3.63). These gaps exceed industry averages, indicating internal-execution and external-experience misalignment. The findings suggest that while content strategies effectively communicate product value, deficiencies in repurchase incentives, cross-departmental coordination, and regional resource allocation hinder full potential. This dual-perspective evaluation provides agricultural enterprises with a diagnostic framework to identify strategic breakpoints and optimize social e-commerce implementation.
Keywords: Social e-commerce strategy; perception bias; agricultural materials enterprises; dual-perspective evaluation; implementation effectiveness.
Title: Research on the Implementation Effect and Perception Bias of Social E-commerce Strategy in Agricultural Materials Enterprises - Based on the Dual Evaluation Analysis of Customers and Employees of Shandong Nongyang Biology
Author: Bu Yixuan, Nova C. Baldo
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 14, Issue 3, July 2026 - September 2026
Page No: 67-89
Research Publish Journals
Website: www.researchpublish.com
Published Date: 10-July-2026
