A New Interaction between Farmers and Consumers in the Live Streaming of Agricultural Product Sales on Short Video Platforms, Taking TikTok as an Example

Abstract

The impact of short video platforms on the sale of agricultural products provides a basis for a scientific study on the relationship between farmers and consumers. Through content analysis and a questionnaire survey, the study analyses the new interactive relationship between agricultural products sold directly by farmers and e-commerce consumers, focusing on the TikTok platform. It considers the development of live streaming and its intrinsic value in the promotion of agricultural products and poverty alleviation in the short video era. Through analysis, it finds that the relationship between producers and consumers is closer and farmers participation in the live broadcast industry largely increases the sales of agricultural products. These further narrow the gap between urban and rural areas and contribute to the realization of common prosperity in China.