Path Analysis of Digital Marketing Promoting Fresh Corn Sales Under Rural Revitalization Policy

Abstract

The digital transformation of agricultural marketing represents a critical pathway for achieving rural revitalization objectives in China, particularly in sectors combining traditional production with modern consumption patterns. This study examines the mechanisms through which digital marketing strategies influence fresh corn sales by analyzing consumer purchase decisions within the policy context of rural modernization. Drawing on survey data from 384 consumers in Beijing and surrounding regions, the research employs partial least squares structural equation modeling to identify transmission pathways from marketing exposure to purchase behavior. The analysis reveals that artificial intelligence applications and digital marketing strategies demonstrate significant positive associations with purchase decisions (β=0.142, p<0.001 and β=0.119, p<0.01 respectively), with customer satisfaction emerging as a dominant mediating mechanism that accounts for over 55% of the total effect. The indirect pathways through satisfaction (0.184 for AI applications and 0.155 for digital strategies) exceed direct effects, indicating that digital marketing primarily influences sales potential through enhanced consumer experiences rather than functional benefits alone. The model explains 63.2% of variance in purchase decisions, demonstrating substantial explanatory power for understanding digital marketing effectiveness in agricultural contexts. These findings illuminate the importance of customer-centric approaches in agricultural digitalization and provide empirical evidence for optimizing marketing strategies within the broader framework of rural development policies.