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.

digital marketing  /  Expectation Confirmation Theory (ECT)  /  Guizhou Haoyiduo Dairy Industry  /  Structural Equation Modeling (SEM)