Research on Tik Tok platform live streaming e-commerce to help rural revitalization based on SOR model

Abstract

China has set a five-year transition period after the 2020 poverty reduction target is completed. The theme is "Comprehensively Promoting Rural Revitalization and Accelerating Agricultural and Rural Modernization". The initiative aims to consolidate and expand the progress made in poverty alleviation and rural revitalization. Some places began to build a new form of "live streaming e-commerce", bringing goods for rural specialty live streaming e-commerce. Based on the TikTok platform, this paper studies the consumption phenomenon of live streaming e-commerce to help farmers. Aiming at the problem of internet celebrity live streaming e-commerce to help farmers. In this study, SOR model (stimulus-organism-response) was introduced. Modeling is carried out from five aspects of external cognitive value (visibility, professionalism, matching degree, product, quality, and service). At the same time, three variables of internal emotional attitude (trust, satisfaction) and consumption behavior intention were set up. It divides into three latitudes and three levels, which are external cognition, affective attitude, and behavioral intention. Based on this, the corresponding measurement indexes are constructed.