Research on the development of rural e-commerce platform on the live marketing model of agricultural products

Abstract In the process of rural revitalization, rural e-commerce is gradually realizing the development of scale and is transforming into the live broadcast e-commerce mode. This paper investigates and expands on the live broadcast e-commerce marketing model for agricultural products. Firstly, the strategy of the live broadcast marketing model is explored from the digital level, and three divisions of the e-commerce business model are discussed. The data were obtained by questionnaire survey, and the effect of live agricultural e-commerce on farmers’ sales was empirically analyzed by using the ordered Logit model, which provides a theoretical basis and support for the implementation of the rural revitalization strategy and the promotion of agricultural income. Secondly, the problems and deficiencies in the field of live marketing are analyzed in combination with the 4C theory. The current situation of live marketing is analyzed in the light of consumer characteristics, cost composition, and the convenience of the shopping process. Finally, targeted strategies and suggestions are put forward for the problems of the e-commerce live marketing model. The results of the Logit regression passed the significance test of 5%, which indicated that the agricultural products e-commerce live marketing model can Improve the income level of farmers.