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In the context of the digital economy, digital marketing is crucial for enhancing the competitiveness of the dairy industry. Based on the Expectation Confirmation Theory (ECT), this study adopted questionnaire surveys and Structural Equation Modeling (SEM) to explore the relationships among consumers expectations, perceived performance, confirmation, satisfaction, and repurchase intention in the digital marketing environment, taking Guizhou Haoyiduo Dairy Industry as an example. The study found that expectations and perceived performance significantly affect satisfaction through confirmation, which in turn influences repurchase intention, with all relevant hypotheses verified. Accordingly, countermeasures such as establishing a dynamic expectation management system, optimizing the perception of digital touchpoint performance, and designing a confirmation-enhancing intervention mechanism are proposed. The study aimed to improve the digital marketing effectiveness of Guizhou Haoyiduo Dairy Industry, provide theoretical and practical guidance for regional dairy enterprises, and facilitate their sustainable development.

, authors=Wenyu XIANG, authorsList=Wenyu XIANG, authorCompany=null, correspAuthors=null, authorNote=null, correspAuthorsNote=null, copyrightStatement=null, copyrightOwner=null, extLink=null, articleAbsUrl=null, sourceXml=null, magXml=null, pdfUrl=null, pdf=null, pdfFileSize=null, pdfExtLink=null, richHtmlUrl=null, mobilePdfUrl=null, reviewReport=null, pdfFirstPage=null, abstractGraph=null, abstractGraphContent=null, abstractVideo=null, citation=null, cebUrl=null, magXmlContent=null, mapNumber=null, fund=null), CN=ArticleExt(id=1297134072854242136, articleId=1297134072191542102, tenantId=1146029695717560320, journalId=1296801528146919473, language=CN, title=基于期望确认理论的企业数字营销策略优化研究——以贵州好一多乳业为例, columnId=1297134029577409188, journalTitle=中国乳业, columnName=营销管理, runingTitle=null, highlight=null, articleAbstract=

在数字经济背景下，数字营销是乳业提升竞争力的关键。本研究基于期望确认理论（ECT），采用问卷调查与结构方程模型（SEM）方法，以贵州好一多乳业为例，探究数字营销环境下消费者期望、感知绩效、确认、满意度及再购买意愿的关系。研究发现，期望和感知绩效通过确认显著影响满意度，进而作用于再购买意愿，相关假设均获验证。据此提出构建动态期望管理体系、优化数字触点感知绩效、设计确认强化干预机制等对策，旨在提升其数字营销效果，为区域性乳品企业提供理论与实践指导，助力可持续发展。

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向文宇（2003-），男，侗族，贵州铜仁人，在读本科，研究方向为数字营销与消费者行为。

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向文宇（2003-），男，侗族，贵州铜仁人，在读本科，研究方向为数字营销与消费者行为。

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