An Empirical Study On Short Video Marketing Of Agricultural Products Based On Consumers’ Purchase Intention

In recent years,digital technology and network technology have developed rapidly,and the way of short video marketing has been rapidly integrated with all walks of life.In the era of popularization of e-commerce,farmers sell agricultural products directly through the network in the form of "short video+live broadcast",which opens a new mode of agricultural product marketing,solves the problems of asymmetric market information and many intermediate links,further promotes the rapid development of China’s agriculture and takes a solid and powerful step towards the construction of new countryside in the new era.On the basis of previous studies,this paper uses the S-O-R theoretical model to divide the stimulation into five aspects:authenticity,preference,interest,opinion leaders and service quality of agricultural products.The body uses trust and perceived value,and constructs a research model combined with customer perceived value theory to study the influencing factors of consumers’ purchase intention in short video marketing of agricultural products.The software spss21 analyze the collected questionnaire data,mainly including descriptive statistics,reliability and validity test,confirmatory factor analysis,correlation analysis,structural equation test and mediation test.Empirical research shows that:(1)authenticity has a significant positive impact on trust and perceived value;(2)Preference has no significant impact on trust and has a significant impact on perceived value.(3)opinion leaders have a significant impact on trust and have a small impact on perceived value;(4)Interest significantly affects trust and has little impact on perceived value.(5)service quality has little impact on trust and has a significant impact on perceived value.(6)trust and perceived value have a significant positive effect on purchase intention.According to the above research conclusions,this paper puts forward the following reasonable suggestions for merchants of short video marketing of agricultural products:(1)let consumers see the whole process of agricultural product production,processing and transportation,and effectively ensure the authenticity of agricultural product video;(2)we should increase preferential efforts in the form of issuing coupons,limited time seconds and gifts,Enhance consumers’ perceived value(3)pay attention to the interest of video content,so as to enhance consumers’ trust(4)farmers should enhance their popularity by improving their professional quality or join opinion leaders to increase consumers’ trust,so as to promote purchase intention;(5)We can ensure the service quality of agricultural products by vigorously introducing and cultivating new farmers;(6)Increase consumers’ trust and perceived value to promote consumers’ purchase intention.