Ge Zhang

Ge Zhang

31 Oct. 2022

E-commerce livestreaming, Agricultural products, Brand communication, Communication model, Brand trust.

With the advent of the Internet + era, the e-commerce livestreaming industry has also ushered in a period of rapid development. In the face of the continuous transformation and upgrading of agricultural product consumption, how to make good use of the new form of e-commerce livestreaming to speed up the communication of agricultural product brands has become a hot topic of concern. This paper analyzes the characteristics of the current e-commerce livestreaming environment, the dilemmas and advantages of agricultural product sales in e-commerce livestreaming, the cases of agricultural product brands, and the development prospects of agricultural products in e-commerce livestreaming. At the same time, it also makes a more in-depth discussion on the form of brand communication of "e-commerce livestreaming + brand" in the field of agricultural products. Meanwhile, combined with relevant analysis, it proposes reference strategies to enhance the trust of agricultural products in the environment of e-commerce livestreaming from the aspects of e-commerce livestreaming, e-commerce anchors, agricultural products themselves and brand orientation.

© 2022, the Authors. Published by ISCCAC

This is an open access article distributed under the CC BY-NC license