Research On The Effect Of Short Video Transmission Of Agricultural Products On Tiktok Platform Based On The Use And Satisfaction Theory

In 2022,the Central Committee of the Communist Party of China clearly pointed out the need to deepen the implementation of the "digital commerce promotes agriculture" and "Internet+" agricultural products from villages to cities projects.The No.1 central document of the Central Government in 2023 further emphasized the importance of promoting high-quality development of rural industries and broadening the channels for farmers to increase income and become rich.The development of agricultural short videos has a promising prospect in the context of the implementation of the national rural revitalization strategy.Optimizing the dissemination effect of agricultural short videos can broaden the sales channels of agricultural products,facilitate efficient promotion of regional characteristic agricultural product sales,drive income growth for agricultural product producers,and also promote the development of rural tourism,accelerate the integration and development of rural industries,and extend the value chain of rural industries.At present,the academic community’s attention to the research on the dissemination effect of agricultural short videos is not high.Based on the theory of use and satisfaction,this article studies the dissemination effect of agricultural short videos from the perspective of the audience,which has certain practical significance.The introduction section of the paper mainly explains the background,purpose,and significance of the research topic,clarifies the research ideas,and explains the research methods.On this basis,the concept of agricultural short videos is defined,the classification of agricultural short videos is summarized,the specific theoretical basis is elaborated,and existing research results are summarized.Then,the survey questionnaire was designed based on the theory of communication effectiveness and the theory of use and satisfaction,supplemented and supported by semi-structured interviews.Through the study of the audience’s media use,attitude,behavior,use motivation and demand satisfaction,it is concluded that the communication effect of short videos of agricultural products on the Tiktok platform is generally good,the audience has a good sense of use experience,high satisfaction,and the industry has a better prospect for development.However,there are still issues with the dissemination of agricultural short videos,such as homogenization of content and inconsistency between products and physical objects.In addition to meeting people’s basic entertainment and leisure needs,we should adhere to using content as the core to stimulate creativity,strengthen platform supervision,promote local culture,cultivate professional talents,and promote the better and faster development of such short videos,providing some new ideas for the future dissemination of agricultural short videos.