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 importance effective product video marketing for retailers. This article developed a model impacts presentations on purchase intention agricultural products. The three research objectives are: to examine impact Fujian consumers’ willingness buy products short economy; explore influencing mechanisms perceived value, risk, brand trust, intention; formulate targeted strategies provide valuable advice consumers in Province maintain continuous improve user stickiness.