Study on the extension path of agricultural products live marketing mode of rural e-commerce platform based on network traffic analysis

Abstract In rural e-commerce live streaming scenarios, network traffic analysis has an important impact on the consumer viewing experience. This paper builds a theoretical model of how viewers’ viewing experiences affect their buying habits in agricultural e-commerce live streaming scenarios. It also looks at the role of network traffic analysis and the live streaming marketing model as moderators. Finally, it uses sample data from merchant accounts on rural e-commerce platforms to do real-world analyses. Consumers’ viewing experience significantly affects their purchasing behavior (regression coefficient = 1.832, p<0.05). Web traffic analysis mediates between consumer viewing experience and purchase behavior. The live streaming marketing model moderates the positive relationship between consumer viewing experience and web traffic analysis. Because of this, this paper suggests that live marketing of agricultural products on rural e-commerce platforms based on network traffic analysis can broaden the marketing model by making basic network facilities better, using the power of local universities, working together with farmers’ chambers of commerce and leading businesses, and creating unique brands.