The Use Behavior of Farmers’ Short-Form Video Marketing of Agricultural Products From the Perspective of Government Trust

Short-form video (SFV) marketing is a new technology for farmers in the context of rural revitalization. This study aims to analyze the factors and mechanisms influencing the use behavior of farmers’ SFV marketing of agricultural products from the perspective of government trust. By adding policy perception and government trust as external factors, the conceptual model and hypotheses were proposed based on UTAUT2. SEM was built to analyze the questionnaire data to test the hypotheses. Results showed that (1) Behavioral intention is significantly influenced by performance expectancy, social influence, facilitating conditions, effort expectancy, and price value; (2) The influence of paths varies across different age groups, suggesting the moderating role of age; (3) Policy perception does not directly affect the use behavior, but influences the use behavior through the mediating of government trust; (4) Government trust not only directly affect use behavior, but also indirectly impact the use behavior by the mediating effect of behavioral intention; (5) Use behavior is directly positively affected by government trust, behavioral intention and facilitating conditions; Finally, this study offers suggestions to optimize SFV platform construction and enhance government governance capabilities.