Social media agricultural aid, purchase intention, advertising characteristics
Abstract
Due to the prosperity and development of social media, many farmers turn to social media advertising to help farmers to improve the sales of agricultural products. However, due to the lack of farmers to capture the hot spots and characteristics of social media advertising, the sales of agricultural products cannot be greatly increased. In order to deal with this phenomenon, this study through the questionnaire survey and data sorting and analysis method, for the online customer purchase intention has significant influence of four advertising characteristics, let farmers in social media to help farmers advertising can pay more attention to the four aspects, to achieve more effectively to improve the sales of agricultural products, eventually can help social media to help farmers advertising to attract more online consumers, increase online customer purchase intention. The aim is to achieve harmonious win-win, increase online sales volume to help farmers get rid of poverty and become rich.
