The innovation path of agricultural products e-commerce marketing mode under the background of “live broadcast + short video”

In order to evaluate the dependability and validity of the scale, this paper first examines the features of farming direct seeding. It then builds a scale that includes charm, expertise, interactivity, spatial presence, perceived value, platform notoriety, and buy intention. The project’s internal coherence and logic are confirmed by extracting the common factors using the principal component analysis method, followed by factor rotation using the maximum variance method. In order to confirm the relationship between anchor characteristics, spatial presence, perceived value, platform reputation, and purchase intention, we conduct an empirical study on the impact of live-streaming media characteristics on consumers’ purchase intentions. We also conduct correlation analysis, regression analysis, adjustment effect test, and hypothesis test. Interactivity has a considerable positive impact on perceived value, as evidenced by the magnitude of the standardized regression coefficient of 0.138 and Sig=0.019005. Professionalism has a strong positive impact on perceived value, as shown by the standardized regression coefficient of professionalism on perceived value, which is 0.292, Sig=0.0000.05. Living agricultural products must combine their own qualities and concentrate on the marketing and selling their wares.