The Impact Mechanism of Video Maturity and Content Empowerment on Purchase Intentions: A Case Study of Agricultural Tourism in Taiwan

Abstract

With the rise of digital marketing, videos have become pivotal in promoting agritourism by showcasing local features, attracting visitors, and building trust. This study examines the effects of video maturity and content empowerment on consumer behavior by focusing on dimensions such as clarity, coherence, emotional appeal, entertainment, information, and practicality. Survey data from 527 Taiwanese consumers, analyzed using structural equation modeling (SEM), reveal that video clarity (β = 0.105, p < 0.05) and coherence (β = 0.163, p < 0.01) significantly enhance trust, while flow experience exhibits an even stronger positive impact (β = 0.372, p < 0.001). Among content factors, knowledge has the most pronounced effect on flow experience (β = 0.440, p < 0.001), followed by emotionality, entertainment, and practicality. Moreover, both trust (β = 0.177, p < 0.001) and flow experience (β = 0.240, p < 0.001) positively influence purchase intentions, with the effect of flow experience being more dominant. These findings underscore the importance of high clarity, coherent narratives, and immersive emotional engagement in agritourism video marketing. The study makes significant theoretical contributions by refining the understanding of video-based consumer engagement, and it offers practical insights for enhancing agritourism promotional strategies.