The influencing factors of short video marketing of agricultural input products on purchase intention of rural consumers in China a case study based on SOR theory

This article investigates factors affecting rural consumers' purchase intention for agricultural input products through short video marketing in China. It integrates qualitative and quantitative methods to examine the relationship between marketing attributes, product characteristics, and consumer behavior. Key factors influencing purchase intention include
informativity, contextual matching, content creator connectedness, word-of-mouth (WOM), product utility, and affordability. Aesthetic distance, introduced as a moderating variable, significantly impacts the relationship between marketing factors and perceived value.