Study On The Influence Of Visual Marketing On Consumers’ Willingness To Buy Agricultural Products Online Under The Background Of New Farmers’ Short-sighted Band Goods

With the rise of new media platforms,short videos have become a popular means of communication and a powerful marketing tool in the attention economy.Mobile Internet has been penetrating into rural areas,and short videos have become an important media carrier in rural areas,playing a positive role in promoting the sale of agricultural products,increasing farmers’ income and promoting social and economic development.As an important way of short video communication,visual marketing can attract consumers’ attention and generate online shopping intentions.Based on SOR theory,this study explores the impact of visual marketing on consumers’ willingness to buy agricultural products online and its mechanism under the background of new farmers’ Tiktok short-sighted band goods.Specifically,this study divides visual marketing into four dimensions: aesthetics,vividness,grassroots and farming,and introduces perceived value as an intermediary variable to understand the relationship between different dimensions and online shopping intention.In this study,a total of 341 valid questionnaires were collected by means of questionnaire survey,literature research and statistical analysis.Multiple linear regression models were used,and data were analyzed by SPSS26.0 and AMOS26.0.This study draws the following conclusions: First,the four dimensions of visual marketing of short video,namely aesthetics,grassroots,vividness and farming,have a positive impact on online shopping intention;Secondly,the influence degree of vividness,farming,aesthetics and grassroots on consumers’ online shopping intention increases successively;Third,visual marketing positively affects consumer perceived value;Fourth,perceived value positively affects consumers’ willingness to shop online.Fifth,perceived value plays an intermediary role between visual marketing and online shopping intention.This study puts forward the following suggestions: First,in the aspect of short video visual marketing,new farmers should focus on showing their own grassroots characteristics to narrow the distance between consumers and enhance their emotional resonance.The second is to improve the aesthetics of short videos to enhance the visual impact of short videos,and to consider the transmission of product image and marketing information.Third,it pays attention to the farming and vividness of short videos.Although its impact on consumers’ online shopping intention is not as strong as that of grassroots and aesthetic,it can still improve consumers’ entertainment feelings and awareness.Fourth,new farmers should pay attention to the perceived value of consumers,pay attention to convey the quality,characteristics and advantages of agricultural products,so that consumers more understanding and trust in agricultural products.Finally,this study hopes to provide suggestions for new farmers to develop effective visual marketing strategies and promote them to carry out sales of agricultural products in the field of short video,which has practical value and reference significance for the short-sight-band goods sales of the new farmers and the agricultural development in the region.