Research Article
Research on Farmers' Use Behavior of Short Video Live Broadcast from the Perspective of Platform Economy: Based on TAM Model
@INPROCEEDINGS{10.4108/eai.9-12-2022.2327571, author={Dekuan Liu and Xianyun Wu}, title={Research on Farmers' Use Behavior of Short Video Live Broadcast from the Perspective of Platform Economy: Based on TAM Model}, proceedings={Proceedings of the 4th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2022, December 9-11, 2022, Chongqing, China}, publisher={EAI}, proceedings_a={MSIEID}, year={2023}, month={3}, keywords={platform economy; tam model; behavior of use; short video live broadcast}, doi={10.4108/eai.9-12-2022.2327571} }- Dekuan Liu
Xianyun Wu
Year: 2023
Research on Farmers' Use Behavior of Short Video Live Broadcast from the Perspective of Platform Economy: Based on TAM Model
MSIEID
EAI
DOI: 10.4108/eai.9-12-2022.2327571
Abstract
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.
