Leveraging Short Video Platforms for Agricultural E-commerce: Enhancing Purchase Intent through Optimized Content

With the popularity and improvement of short video platforms, short video e-commerce live streaming (ELS) has emerged as a prevalent trend for promoting produce. Despite the widespread adoption of short video platforms and ELS, there remains a notable gap regarding the content of short video ELS, with many researches mainly emphasizing the path of ELS general development. Therefore, this study aims to optimize agricultural short-video ELS content, by identifying factors contributing to purchase intention and leveraging the advantages of short-video platforms. This study employs questionnaires, interviews, and the stability coefficient method to explore pathways for innovating agricultural ELS content. The results show that ELS scenes and anchor identity significantly affect purchase intention. Furthermore, an assessment of the hierarchical order of content elements has been established. Additionally, the interview findings indicate the significance of recognizing synergies between the benefits inherent in short video platforms and the content of agricultural ELS. This study can serve as a reference for ELS content optimization and have implications for agricultural ELS influence improvement.