Research on the Mechanism of the Impact of E-Commerce Platform Short Video on Consumers' Food Purchase Intention -- Taking Chengdu, Sichuan Province as an Example

Abstract

With the development of major new media social platforms, short video, as a form of innovative content communication, is becoming increasingly popular, and has gradually become a new media for national expression. In the digital era, the audience's information acquisition habits have changed from original passive acceptance to active search. In the network environment, consumers' shopping decisions are mostly made based on external information. Short video has gradually become a strong marketing tool under the fragmented time. With the rapid development of strong traffic and attention, the short video industry has become a force that can not be ignored to feed back the real economy. As a necessity of people's life, food purchase and sale under the background of e-commerce has become a widely accepted and rapidly developing form of food distribution. At the same time, the spread of fake and shoddy commodities, false propaganda, high price problems frequently. In recent years, e-commerce has been booming in Chengdu, Sichuan Province, and its special snacks are sought after by people. Therefore, more attention should be paid to the quality of food. Taking Chengdu, Sichuan Province as an example, this paper analyzes the impact of e-commerce short videos on consumers' willingness to buy food, in order to put forward reasonable suggestions for the development of e-commerce.