A New Interaction between Farmers and Consumers in the Live Streaming of Agricultural Product Sales on Short Video Platforms, Taking TikTok as an Example

Research Article
Open access

A New Interaction between Farmers and Consumers in the Live Streaming of Agricultural Product Sales on Short Video Platforms, Taking TikTok as an Example

Mengyao Jin 1 , Shanshan Lin 2 , Yufan Xiao 3 , Antong Zhu 4*
  • 1 Jinan New Channel School, Jinan, Shandong, 250014, China    
  • 2 NOIC academy, Ave Markham, L3S 2H4, Canada    
  • 3 School of Broadcasting and Hosting Arts, Communication University of China Nanjing, Nanjing, Jiangsu, 211100, China    
  • 4 Dipont Huayao Collegiate School, Kunshan, Jiangsu, 215301, China    
  • *corresponding author olivia.zhu.stu@dipont-hc.com
LNEP Vol.5
ISSN (Print): 2753-7056
ISSN (Online): 2753-7048
ISBN (Print): 978-1-915371-35-5
ISBN (Online): 978-1-915371-36-2

Abstract

The impact of short video platforms on the sale of agricultural products provides a basis for a scientific study on the relationship between farmers and consumers. Through content analysis and a questionnaire survey, the study analyses the new interactive relationship between agricultural products sold directly by farmers and e-commerce consumers, focusing on the TikTok platform. It considers the development of live streaming and its intrinsic value in the promotion of agricultural products and poverty alleviation in the short video era. Through analysis, it finds that the relationship between producers and consumers is closer and farmers’ participation in the live broadcast industry largely increases the sales of agricultural products. These further narrow the gap between urban and rural areas and contribute to the realization of common prosperity in China.

Keywords:

live streaming, rural revitalization, TikTok, sales of agricultural products

Jin,M.;Lin,S.;Xiao,Y.;Zhu,A. (2023). A New Interaction between Farmers and Consumers in the Live Streaming of Agricultural Product Sales on Short Video Platforms, Taking TikTok as an Example. Lecture Notes in Education Psychology and Public Media,5,772-777.
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References

[1]. Shen, L., Zhao, J.J. (2018). Research on the communication characteristics of repeated viewing of mobile short videos. New Media Research 4 (22), 24-26.

[2]. Goffman, E. (1959). The Presentation of Self in Everyday Life. Zhejiang: Zhejiang People's Publishing House.

[3]. Zhang, L. (2021) Mimetic dramatization marketing in the context of online live shopping-an analysis and interpretation based on the TikTok live platform. Journal of Shanghai University of International Business and Economics, 28(02) 115-125

[4]. Chen, P.Q. And Yin, B. (2022). Research on the influence of e-commerce live streaming on consumers' purchase decision – TikTok live streaming as an example. Jiangsu Business Theory (3) 29-32.

[5]. Lei, J., Wu, F., Li, H. (2019). Characteristics of new media platforms and their role in the marketing of agricultural products. Agricultural Outlook 15(08), 96-100.

[6]. Li, X.X. (2020). Live broadcast to help farmers: a new model of rural e-commerce for the integration of rural revitalization and network poverty alleviation. Journal of Business Economics 20(19), 131-134.

[7]. Ma, Y. (2022). Research on the Image Construction of Self-Media Farmers in the Context of Rural Revitalization Master thesis. Jinan University.

[8]. Li, T. (2021). Research on the Differentiation of Farmers' Image in Online Short Videos: A Comparative Analysis Based on PGC Model and UGC Model Master degree. Jinan University.

[9]. Zhang, Y.F. (2021). Research on the communication value and enhancement path of rural short videos under the strategy of rural revitalization. Journal of Southwest University of Science and Technology 38 (05), 51-54.

[10]. Qu, Y.Q. (2021). Short Video Practice and Content Production of Rural Anchors for Poverty Alleviation: A Case Study of Kuaishou Platform "Happy Village Leader" Master thesis. Jinan University.

[11]. Li, J.Y., Li, L.Z. (2020). The influence of live e-commerce anchor characteristics on consumers' willingness to repurchase. Journal of Business Economics 22(10), 71-75.

Cite this article

Jin,M.;Lin,S.;Xiao,Y.;Zhu,A. (2023). A New Interaction between Farmers and Consumers in the Live Streaming of Agricultural Product Sales on Short Video Platforms, Taking TikTok as an Example. Lecture Notes in Education Psychology and Public Media,5,772-777.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the International Conference on Interdisciplinary Humanities and Communication Studies (ICIHCS 2022), Part 4

ISBN：978-1-915371-35-5(Print) / 978-1-915371-36-2(Online)
Editor：Matilde Lafuente-Lechuga, Muhammad Idrees
Conference website: https://www.icihcs.org/
Conference date: 18 December 2022
Series: Lecture Notes in Education Psychology and Public Media
Volume number: Vol.5
ISSN：2753-7048(Print) / 2753-7056(Online)

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References

[1]. Shen, L., Zhao, J.J. (2018). Research on the communication characteristics of repeated viewing of mobile short videos. New Media Research 4 (22), 24-26.

[2]. Goffman, E. (1959). The Presentation of Self in Everyday Life. Zhejiang: Zhejiang People's Publishing House.

[3]. Zhang, L. (2021) Mimetic dramatization marketing in the context of online live shopping-an analysis and interpretation based on the TikTok live platform. Journal of Shanghai University of International Business and Economics, 28(02) 115-125

[4]. Chen, P.Q. And Yin, B. (2022). Research on the influence of e-commerce live streaming on consumers' purchase decision – TikTok live streaming as an example. Jiangsu Business Theory (3) 29-32.

[5]. Lei, J., Wu, F., Li, H. (2019). Characteristics of new media platforms and their role in the marketing of agricultural products. Agricultural Outlook 15(08), 96-100.

[6]. Li, X.X. (2020). Live broadcast to help farmers: a new model of rural e-commerce for the integration of rural revitalization and network poverty alleviation. Journal of Business Economics 20(19), 131-134.

[7]. Ma, Y. (2022). Research on the Image Construction of Self-Media Farmers in the Context of Rural Revitalization Master thesis. Jinan University.

[8]. Li, T. (2021). Research on the Differentiation of Farmers' Image in Online Short Videos: A Comparative Analysis Based on PGC Model and UGC Model Master degree. Jinan University.

[9]. Zhang, Y.F. (2021). Research on the communication value and enhancement path of rural short videos under the strategy of rural revitalization. Journal of Southwest University of Science and Technology 38 (05), 51-54.

[10]. Qu, Y.Q. (2021). Short Video Practice and Content Production of Rural Anchors for Poverty Alleviation: A Case Study of Kuaishou Platform "Happy Village Leader" Master thesis. Jinan University.

[11]. Li, J.Y., Li, L.Z. (2020). The influence of live e-commerce anchor characteristics on consumers' willingness to repurchase. Journal of Business Economics 22(10), 71-75.

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