Research on Farmers' Use Behavior of Short Video Live Broadcast from the Perspective of Platform Economy: Based on TAM Model

In the context of big data and the Internet giving rise to the "Internet of everything", platform economy has become a new economic model integrating industrial chain. The economic environment of agriculture and rural areas is undergoing reshaping and subversion. The combination of "short video live streaming + agriculture" has become a new form of agricultural development. This combination has developed rapidly with low threshold and strong interaction. Based on the perspective of platform economy, this paper takes "Douyin platform" as the research object, uses TAM model to analyze, and carries out empirical research on farmers' use behavior of short video live broadcast. Research shows that teaching medium, quality content and interface perception have important effects on user behavior. On the one hand, the short video live broadcast platform should keep pace with The Times to improve the perception. On the other hand, it should seize the characteristics of accuracy and real-time, promote the development of regional agriculture, promote the transformation and upgrading of agricultural industry, and make it a "new engine" for the development of agricultural economy.