Research On The Influence Of Rural Areas On Consumers’ Purchasing Behavior In Online Celebrity

With the continuous popularization and progress of new media technology,short video is embedded in the countryside as a form of media practice.On the one hand,with its easy-to-operate and fast-sharing social attributes,it has rapidly developed into the main information expression and sharing channel for farmers,breaking the phenomenon of isolated information islands in rural areas,and enabling villages that have been in a backward and closed state for a long time to gradually have the right to speak,narrate and express.On the other hand,make farmers aware of the economic potential brought by short videos,accumulate traffic and popularity by shooting rural short videos,and convert traffic into economy through live streaming and brand marketing,so as to realize rural industries thriving.The rural revitalization strategy has been comprehensively promoted,and national resources have been sinking to help the development of the digital rural economy.The government encourages and supports migrant workers to return to their hometowns to start businesses through industry assistance and digital development,and promotes the development of rural informatization industries with the blessing of new technologies.Short video platforms have gradually become the main front for farmers to conduct online marketing.Red gradually developed into the main force of agricultural product marketing.Compared with other Internet celebrities,rural Internet celebrities have opened up a road to monetize traffic with their simple,natural and rustic style,and gradually developed into KOLs in the field of product marketing,which has an impact on consumer behavior.In this context,this study takes rural internet celebrities as the research object,analyzes the influencing factors of rural internet celebrities on consumers’ purchasing behavior in the context of short video marketing,and explores the dissemination characteristics of rural internet celebrities’ short videos.In the marketing field built by rural Internet celebrities,as KOLs in the marketing market,they often persuade consumers in marketing as a persuader.In the process of dissemination of opinions,the specific image characteristics of rural Internet celebrities,the content and method of persuasion information,and what kind of persuasion situations can affect consumers are the problems that need to be solved to improve the marketing effect of rural Internet celebrities.In view of this,in order to explore the psychology of consumers in detail,this study uses the grounded theory research method and adopts semi-structured interviews to obtain a large amount of original data.Then,the obtained data is analyzed by three-level program coding.By comparing the logical relationship between various categories,around the story line of "consumer purchasing behavior",the corresponding structural relationship and preliminary theoretical model are established.After the theoretical saturation test,according to the theoretical model obtained from the qualitative research,combined with the interview data,the influencing factors and influence paths of rural Internet celebrities on consumers’ purchasing behavior were analyzed.The study found that the characteristics of rural Internet celebrities,the scene construction of short videos,the content of marketing information,and consumer perception are all important factors that affect consumers’ purchasing behavior.Among them,the characteristics of rural Internet celebrities,the scene construction and marketing information of short videos can also promote consumers’ purchase behavior by affecting consumer perception.Consumers perceive the characteristics of rural Internet celebrities,scene construction and marketing of short videos Mediating role between information and consumer buying behavior.Finally,this paper puts forward the development strategy of rural Internet celebrities for sustainable marketing from three aspects,in order to provide feasible suggestions for the short video marketing strategy of rural Internet celebrities,so as to provide reference for the economic development of rural industries and informatization to help farmers in my country.