The Research On The Influence Of Social Media Influencers On The Willingness To Purchase Agricultural Products Online

In the context of the rapid development of Internet technology and social media platforms,the importance of social media marketing has gradually emerged.As an important link of social media marketing,social media influencers use their professional knowledge and experience to carefully promote and introduce products in specific fields.In the eyes of consumers,social media influencers propose higher professionalism,product involvement,popularity and relationship intensity.With the development of e-commerce of agricultural products,farmers can also buy and sell agricultural products through the Internet.However,online sales of agricultural products are confronted with regional restrictions,lack of promotion channels and other problems,which coincide with the characteristics of social media influencers,such as high visibility,strong user stickiness and rich information promotion fields.Therefore,Therefore,exploring the mechanism of social media influencers in consumer online shopping is helpful to promote the development of online sales of agricultural products.Based on a large number of literature studies,this paper selects S-O-R theoretical model as the main theoretical basis based on the communication process theory.From the aspects of personal characteristics of social media influencers and recommendation information characteristics,stimulation is divided into six dimensions:professionalism,product involvement,relationship strength,visibility,visual cues and timeliness.The body adopts trust and measures it from three dimensions:competence trust,goodwill trust and honesty trust.Finally,a research model is built based on the reaction of online purchase intention of agricultural products to study how social media influencers affect online purchase intention of agricultural products through these factors.To ensure that these conclusions are correct,the questionnaire in this paper draws on the mature scale that has been verified in previous studies,adopts the form of seven-level Likert scale,and uses SPSS26.0 and AMOS26.0 software to analyze the reliability,validity and regression of the recovered questionnaire data,verifies the model hypotheses,and draws conclusions.The results showed that,among the influences of social media influencers The willingness to buy agricultural products online,professionalism,product involvement,relationship strength,popularity,visual cues and timeliness all positively affected The willingness to buy agricultural products online.All dimensions of social media influencers have a significant positive effect on trust.there was no significant positive effect on confidence except for visual cues.Trust also has a significant positive impact on the intention to buy agricultural products online;Trust mediates the relationship between social media influencers and their intention to purchase agricultural products online.Finally,according to the research findings,it is suggested that as social media influencers,they should fully understand the agricultural products,recommend agricultural products to consumers from a professional perspective,and enhance their interaction with consumers,improve user stickiness,clear account positioning.optimize the way of information dissemination,ensure the timeliness of information bit,improve their visibility.Second,agribusiness should also properly identify and leverage social media influencers when it comes to marketing their products online,and develop social media influencers that are appropriate for their business.