Empirical Analysis of Short Video Marketing of Agricultural Products under Consumers' Purchase Intention

Zhanling Liu ； Albattat, Ahmad ； Zhen Zhong

《Frontiers in Economics and Management》 4卷8期 (2023/08) Pp. 331-337

https://doi.org/10.6981/FEM.202308_4(8).0040

摘要

With the popularity of short video in China, all industries are conducting marketing activities on short video. With the popularity of short video in China, all industries are conducting marketing activities on short video. Short video marketing is different from traditional marketing, the production of short video has no cultural restrictions, does not need to spend a lot of money, and the entry threshold is low. Therefore, for farmers, using short videos to market agricultural products is a correct choice, which is conducive to expanding sales channels. However, the short video marketing of agricultural products is in the initial stage of development, and there are many problems to be solved. In short video marketing of agricultural products, how to attract consumers' attention and gain consumers' trust is the key. Therefore, it is very important to study the marketing strategy of short videos of agricultural products from the perspective of consumers' purchase intention. This paper will adopt the "stimulus-body-response" model, combined with the characteristics of short video marketing of agricultural products, and put forward the relevant hypothesis. The hypothesis is verified by sending out questionnaires and collecting data on the network. In order to find out the factors affecting the purchase intention of short video of agricultural products, and explore the marketing strategy of short video of agricultural products. Short video marketing is different from traditional marketing, the production of short video has no cultural restrictions, does not need to spend a lot of money, and the entry threshold is low. Therefore, for farmers, using short videos to market agricultural products is a correct choice, which is conducive to expanding sales channels. However, the short video marketing of agricultural products is in the initial stage of development, and there are many problems to be solved. In short video marketing of agricultural products, how to attract consumers' attention and gain consumers' trust is the key. Therefore, it is very important to study the marketing strategy of short videos of agricultural products from the perspective of consumers' purchase intention. This paper will adopt the "stimulusbody-response" model, combined with the characteristics of short video marketing of agricultural products, and put forward the relevant hypothesis. The hypothesis is verified by sending out questionnaires and collecting data on the network. In order to find out the factors affecting the purchase intention of short video of agricultural products, and explore the marketing strategy of short video of agricultural products.

關鍵字

Agricultural Products ； Short Video ； Consumers ； Purchase Intention ； Empirical Analysis

參考文獻

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