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

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.