EMPIRICAL ANALYSIS OF THE INFLUENCE OF SHORT VIDEO MARKETING OF AGRICULTURAL PRODUCTS ON CONSUMERS' PURCHASE INTENTION

Abstract

In short video marketing of agricultural products, consumers have different preferences for agricultural products, that is, the content of consumers concerned about agricultural products is different. The purchasing intention of consumers directly affects the purchasing behavior of consumers, determines the sales volume of agricultural products, and thus affects the income of farmers. Therefore, the purchase intention of consumers is crucial to the marketing of short videos of agricultural products. Therefore, farmers or Internet celebrities should fully study consumers' purchase intention in the short video marketing of agricultural products. Based on this, this paper studies consumers' purchase intention, determines its influencing factors, and then formulates corresponding short video marketing strategies.