Study on the Influence of Short Video Marketing on Consumers’ Willingness to Purchase Agricultural Products in Fujian Province under the Background of Common Prosperity
Abstract
Rapid online trading expansion and the bloom of internet technologies has raised the importance of effective product video marketing for online retailers. This article developed a model for the impacts of video presentations on purchase intention for agricultural products. The three research objectives are: to examine the impact of Fujian consumers’ willingness to buy agricultural products on the short video economy; to explore the influencing mechanisms of perceived value, perceived risk, brand trust, and purchase intention; to formulate targeted short video marketing strategies and provide valuable advice for consumers in Fujian Province to maintain a continuous purchase willingness to purchase agricultural products and improve user stickiness.References
[1] Li, Y. and Shang, H. (2020). Service quality, perceived value, and citizens’ continuous-use intention regarding e-government: Empirical evidence from China. Information & Management. Vol 57, p.22-35.
[2] Wang, J. et al. (2021). Why people adopt smart transportation services: an integrated model of TAM, trust and perceived risk. Journal of Transportation Planning and Technology, Vol 44, p.629-646.
[3] Chen, Y. et al. (2021). The influence of trust and relationship commitment to vloggers on viewers’ purchase intention. Asia Pacific Journal of Marketing and Logistics. Vol 34 No 2, p.249-267.
[4] Zhu, X. et al. (2019. Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation. Journal of Business Research. Vol 103, p.301-309.
[5] Biel, J. (2012). The YouTube Lens: Crowdsourced Personality Impressions and Audiovisual Analysis of Vlogs. IEEE. Vol 15, p.111-123.
Authors contributing to this journal agree to publish their articles under the Creative Commons Attribution-Noncommercial 4.0 International License, allowing third parties to share their work (copy, distribute, transmit) and to adapt it, under the condition that the authors are given credit, that the work is not used for commercial purposes, and that in the event of reuse or distribution, the terms of this license are made clear. With this license, the authors hold the copyright without restrictions and are allowed to retain publishing rights without restrictions as long as this journal is the original publisher of the articles.
