特色农产品短视频营销对消费者购买意愿的影响及优化对策研究--基于SOR-AISAS模型的研究框架

he marketing of distinctive agricultural products through short video content has had a profound impact on enhancing consumer awareness and purchase intention, thus stimulating the development of specialized agriculture. Drawing from the SOR model, an empirical analysis of a structural equation model has been devised, elucidating the consumption-driving pathway of specialty agricultural products powered by short video marketing. The findings suggest that the accessibility of short video marketing has bolstered consumer comprehension of product utility, while the contextualization has elevated the immersive consumer experience. These facets play a pivotal role in bolstering purchase intention. The practicality of short videos significantly influences the consumer\'s perceived emotional value, while its entertainment aspect primarily impacts the perceived trust and utilization values. Short video marketing should accentuate the usage value of specialty agricultural products and the emotional experience of consumers, while concurrently fostering a sense of trust, thereby effectively promoting the consumption of specialty agricultural products. Further, leveraging the AISAS model, a strategic framework for optimizing the marketing of specialty agricultural products through short video content has been constructed. This framework triggers user attention through offline and online streaming media, provokes user browsing interest through immersive design, encourages user-initiated search through bilateral beneficial interactions, and actualizes user behavior transformation through a blend of soft and hard marketing, thus assisting businesses in constructing a countermeasure system to enhance the marketing capabilities of specialty agricultural products through short video content.