• Login
  • Register
  • Search

Study on the Influence of Short Video Marketing on Consumers’ Willingness to Purchase Agricultural Products in Fujian Province under the Background of Common Prosperity

Mingxia Shi


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.


Short Video Marketing; Consumers’ Willingness; Common Prosperity

Full Text:



[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.

DOI: http://dx.doi.org/10.18686/ahe.v6i15.5155