Research on the Impact of Knowledge-Based Live Streaming on Fresh Agricultural Product Sales——Analysis based on TikTok APP Fresh Produce Broadcasting Data
Knowledge based live commerce is a new type of live streaming sales method that uses knowledge as a medium,which opens up ideas for the already solidified form of live streaming sales and provides practical examples for the live streaming sales industry to transform cultural power into market power.This paper takes Dongfang Selection as an ex-ample,based on the panel data of 305 Tiktok APP fresh agricultural product anchor accounts,discusses the impact of knowl-edge carrying on the sales of fresh agricultural products,and verifies the heterogeneity of fans.Research has found that:(1)Knowledge driven sales have a positive promoting effect on the sales of fresh agricultural products;(2)Heterogeneity analysis shows that the higher the number of fans,the higher the sales of fresh agricultural products.Therefore,in the process of knowledge promotion,sales of fresh agricultural products can be improved by accelerating the cultivation of knowledge an-chors,focusing on differentiated positioning of live streaming content,and leveraging the demonstration effect of high fan base accounts.
knowledge live commercefresh agricultural productsknowledge drainagecontent driveninteractive ex-perienceTiktok APP
NETL
NSTL
万方数据
