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Study of Presence Feeling on New Media Marketing Model Affecting Sichuan Consumers' Purchase Intention on Agricultural Products

Li Ran


A new digital marketing tool that has emerged today is that social media tools for marketing promotion. Social media tools are short videos, online platforms, and influencers that shape consumers' perceptions of a brand or product through messages, photos, videos, and other updates on social media platforms. This research paper attempts to identify the effect of various attributes of social media marketing on their credibility and eventually on consumers' purchase intention in Sichuan. The research reveals that trustworthiness, closeness, interaction, perceived convenience, information, video, and service contents impact purchase intention and social presence. Also, an influencer's trustworthiness and credibility directly affect consumers' purchase intention. The three research objectives are; to explore the influencing mechanism of personal presence on consumers’ intention under the new media marketing model, to study the influence mechanism of presence on influencing factors relating to purchase intention, and to suggest the improvement of the new media marketing model for agricultural product sales.


Presence Feeling; New Media Marketing Model; Agricultural Products

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Included Database


Xiao J. (2020). Research on consumer purchase intention of e-commerce live broadcast platform based on the perspective of social presence. The Guilin University of Technology. Vol 21, p.53-72.

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Zeithaml V. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Vol 52, p.2-22.

Li X. (2017). Research on the Influence of Interaction Perception on Barrage Users' Willingness to Continue to Participate: Using Social Presence as an Intermediary. Chongqing Technology and Business University. Vol 8, p.4-17.

DOI: http://dx.doi.org/10.18686/fm.v7i5.6519