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.

1. Introduction

In recent years, the trend of video-based product recommendations has become a key strategy in digital marketing. With the increasing interactivity of consumers on online platforms, businesses are increasingly relying on videos as a crucial method for product promotion. Firstly, video recommendations possess strong visual appeal, effectively conveying the core value and usage of products. Research shows that when products are presented through videos, consumers can better understand the product functions intuitively, thereby enhancing trust in the product [1].

Additionally, integrating storytelling or real-life usage scenarios in videos fosters emotional connections between consumers and products, further strengthening purchase intentions [2]. Moreover, video recommendations on social media have become a significant factor influencing consumers’ purchase decisions. Influencers and digital opinion leaders can effectively shorten the decision-making process from observation to purchase through video recommendations, particularly with notable effects among younger demographics [1]. These video recommendations not only depend on the features of the products but also emphasize the compatibility of the product with consumers’ lifestyles. This personalized approach increases the likelihood of consumers developing purchase intentions [3].

The prevalence of short videos has also facilitated the trend of instant purchases. With the rise of short-video platforms such as TikTok, more brands are leveraging short videos for real-time product promotion. This approach not only increases the frequency of consumer engagement but also improves conversion rates [4]. Studies have shown that short videos can effectively capture consumers’ attention in a short period and quickly deliver the core message of the product, thereby boosting purchase intentions.

As videos become a critical channel for consumers to receive product information, understanding how video features influence purchase intentions have become increasingly important. Clarity and coherence are two key factors that determine consumer experience. Clarity impacts consumers’ understanding and perception of video content, thereby enhancing their acceptance of the product [5]. Visually clear videos allow consumers to quickly identify the features and benefits of a product, thereby boosting purchase intentions [6]. High-definition videos contribute to establishing brand professionalism, fostering trustworthiness among viewers [7].

On the other hand, coherence pertains to the smooth delivery of information. When a video presents a coherent storyline with clear logic, consumers are more likely to develop positive emotional connections and trust in the brand [8,9,10].

The emotional appeal of a video helps evoke consumers’ emotional responses, which deepen their memory of the product and influence their purchase decisions when emotions are triggered [1,11]. Informative content satisfies consumers’ need for product details, enhancing their cognitive understanding of the product and thus increasing purchase intentions [12,13]. Practicality reflects the product’s applicability in daily life. Consumers tend to choose products that solve real-world problems, and this attribute often directly translates into purchasing behavior [9,14]. Entertainment value enhances the attractiveness of a video, enriching the viewing experience with engaging and enjoyable content, which in turn influences purchase decisions [4,15].

Trust is a crucial mediating variable through which video features influence purchase intentions. When videos are clear and coherent, consumers are more likely to trust the information conveyed, thereby increasing their confidence in the product [16]. Specifically, videos empowered with informative and practical content provide specific and accurate information, which helps to enhance consumer trust and subsequently promotes purchase intentions.

Flow experience refers to the state of complete immersion consumers feel when watching a video. Emotional appeal and entertainment value in videos facilitate the audience’s entry into a flow state. When consumers are fully focused on video content, they tend to ignore external distractions and are more inclined to make purchase decisions based on the video’s message [17]. This suggests that flow experience is a critical psychological state that amplifies the impact of video content on purchase intentions.

While previous studies have highlighted the influence of video features such as clarity, coherence, and emotional appeal on consumer purchase behavior, most of these studies focus on individual characteristics without comprehensively examining their interactive effects [1,4,6,14]. However, consumer decision-making in a digital environment is a complex process, often influenced by multiple interrelated video attributes rather than a single factor alone [8,9]. This fragmented approach limits a comprehensive understanding of how these features collectively shape consumer engagement and purchase intentions. Furthermore, trust and flow experience have been widely recognized as critical psychological mechanisms mediating the relationship between video features and consumer purchase decisions [16,17]. Trust plays a pivotal role in reducing uncertainty and increasing consumer confidence in the promoted products [10,12], while flow experience enhances immersion, leading to a deeper emotional and cognitive engagement with the content [7,15]. However, existing literature primarily examines these mediators separately, with limited research incorporating both variables into a unified analytical framework. Neglecting their potential interplay results in an incomplete understanding of how video-based marketing influences consumer behavior, particularly in the rapidly evolving landscape of short-video platforms [3,11].

By integrating these two mediating variables and exploring the combined effects of multiple video attributes, this study addresses these gaps and provides a more holistic perspective on video-based consumer engagement. Specifically, in the context of agricultural tourism, where emotional connection and experiential value play crucial roles in shaping consumer perceptions, understanding these interactive effects can offer valuable insights for more effective digital marketing strategies.

Taiwan, as a subtropical island, boasts abundant natural resources and diverse agricultural production methods. The development of agricultural tourism has become an important strategy for local economic transformation. By integrating agricultural production with tourism experiences, agricultural tourism not only enhances the value of agriculture but also provides urban residents with opportunities to connect with nature and experience rural life. Studies have shown that this form of tourism deepens consumers’ emotional connections through multi-sensory experiences, further enhancing their recognition of and trust in local brands [7].

In particular, agricultural tourism activities in Taiwan often combine local ingredients, cultural narratives, and hands-on experiences to create unique experiential value, aligning with global trends in agricultural tourism development [11]. Additionally, through the use of digital marketing tools such as videos, agricultural tourism operators in Taiwan can present their products and services in more appealing ways, strengthening consumers’ identification with local culture and increasing their purchase intentions [3]. This transformation not only enhances the economic vitality of rural areas but also fosters consumers’ emotional connections to and support for rural communities.

This study focuses on agricultural tourism consumers in Taiwan, aiming to explore the impact of video features—such as the clarity and coherence of maturity, as well as the emotionality, informationality, practicality, and entertainment value of content empowerment—on consumers’ willingness to participate in agricultural tourism. By using trust and flow experience as mediating variables, this study analyzes the underlying mechanisms of these effects, filling gaps in existing research and providing concrete strategic guidance for marketing practices.

2. Literature Review and Research Hypotheses

With advancements in video technology, videos have become one of the most compelling content formats in digital marketing. Their ability to convey large amounts of information effectively through visual and auditory elements within a short time enhances audience memory and engagement [14]. In online environments, videos are more captivating than text and images, as they can quickly grab attention and influence consumer decision-making through storytelling and emotional appeals [1]. Recent studies further emphasize that short-form video platforms like TikTok and Instagram Reels significantly enhance consumer engagement and brand perception. Zeng [18] found that exposure to short videos increases product awareness, consumer trust, and brand perception, highlighting their growing impact on purchase behavior. Similarly, He and Yang [19] explore how short video marketing on mobile platforms enhances consumer trust, engagement, and purchase intent, emphasizing the role of emotional appeal and informativeness. These findings highlight the growing reliance on video marketing as a primary tool for influencing consumer behavior. Brand videos and influencer endorsements help businesses build brand trust and emotional connections, thereby increasing consumers’ purchase intentions [16]. Furthermore, the emotional resonance and interactivity of videos drive consumer actions on social platforms, such as clicking links, sharing content, or directly purchasing products [4]. Research indicates that compared to plain text, the multisensory presentation of videos significantly improves information retention and consumer engagement [6].

This study categorizes video features into video maturity (clarity and coherence) and content empowerment (emotionality, knowledgeability, practicality, and entertainment) to systematically analyze how these features influence consumer viewing experiences and purchase intentions. This classification facilitates an in-depth exploration of the role of videos in promoting consumer behavior and provides actionable guidance for agritourism video marketing strategies.

2.1. Video Maturity

Video maturity refers to the level of technical sophistication and narrative structure in a video, characterized by two key features: clarity and coherence. These features not only determine the visual quality and viewing experience but also influence the effectiveness of information delivery and goal achievement. In the context of agricultural tourism, video maturity is particularly significant, as it helps audiences authentically experience the rural environment and cultural characteristics, thereby enhancing their interest and identification with agricultural tourism.

2.1.1. Clarity

Clarity refers to the sharpness of visual representation and the presentation of details in a video. High-definition videos effectively showcase intricate details of rural landscapes, such as scenic fields, crop growth processes, or specific aspects of rural activities, enabling viewers to precisely appreciate the unique value of agricultural tourism. Liu, An, Meng, Yang and Huang [6] highlighted that video clarity plays a critical role in influencing viewers’ experiences and perceptions of destinations. High-quality visuals contribute to the credibility and persuasiveness of a video. In agricultural tourism promotion, clear visual representation allows potential visitors to intuitively perceive the destination’s appeal, thereby increasing their willingness to visit.

2.1.2. Coherence

Coherence pertains to the temporal and logical consistency of video content, ensuring smooth transitions and connections within the narrative or flow of information. In agricultural tourism videos, coherence is reflected in the orderly presentation of the complete tourism experience, such as introducing rural culture, engaging in agricultural activities, and concluding with savoring local specialties. If a video lacks coherence, viewers may feel confused about the content, negatively impacting their understanding and interest. Wang, Fu, Sorkine, Lee and Seidel [10] emphasized that coherence in videos is a key factor affecting viewers’ evaluations of the video and their trust in the destination. A coherent narrative structure enables viewers to easily follow the content, leaving a lasting impression of agricultural tourism.

The primary purpose of video maturity is to enhance the viewing experience and persuasiveness of the video. In agricultural tourism promotion, high clarity and coherence facilitate the effective communication of the value of agricultural tourism, making videos appear more professional and trustworthy in marketing and cultural education. Viewers often associate the quality of a video with the trustworthiness of the destination, making them more inclined to participate in agricultural tourism activities, share their experiences, and even recommend them to others [6,16]. Studies indicate that highly mature agricultural tourism videos significantly improve viewers’ understanding and trust, thereby promoting participation in agricultural tourism and enhancing the image of local brands [1,10].

2.2. Trustworthiness

Trustworthiness in videos is determined by several key factors, including the accuracy of the information, the quality of video production, and the authority and sincerity of the recommender. In the context of agricultural tourism, trustworthiness is particularly critical because it involves the authentic presentation of culture, environment, and local characteristics. The degree of trust that viewers place in a video directly influences their willingness to participate in agricultural tourism. If the video content is authentic and reliable, clearly showcasing rural life, natural landscapes, and local activities, viewers’ trust will significantly increase, making them more inclined to participate in agricultural tourism activities and recommend them to others [16].

Recent studies further emphasize that trust and perceived value play crucial roles in short video content marketing. Gu [20] found that trust and perceived value mediate the effect of short video marketing on purchase intention, suggesting that when viewers perceive a video as credible and valuable, they are more likely to engage with its message and act upon it. Additionally, Surjandy, Cassandra, and Koo [21] explored the impact of video advertising’s information quality on consumer trust and purchase intention. Their study found that high-quality and accurate information in video ads enhances consumer trust, making them more likely to engage with the content and take action. These findings reinforce the importance of clear, accurate, and well-structured content in building trust and driving audience engagement.

High-quality video production and a professional brand image further enhance trustworthiness. In agricultural tourism promotion, professional presentation not only improves the positive image of local brands but also assures viewers of the planning and service quality of the destination [4]. Additionally, trustworthy recommenders, such as local farmers or cultural experts, can sincerely convey the value and appeal of agricultural tourism, further increasing viewers’ acceptance of and trust in the video content [1]. Trustworthiness in agricultural tourism videos not only enhances viewers’ willingness to participate but also strengthens brand loyalty and sharing intentions, fostering positive word-of-mouth and amplifying the impact of agricultural tourism promotion [4,16].

The clarity of videos has a positive impact on viewers’ trust. In agricultural tourism promotion, high-definition videos enhance information transparency, allowing viewers to genuinely experience the unique charm of rural environments, such as the details of natural landscapes, the authenticity of agricultural activities, and the presentation of local culture [6]. Clarity also reflects the professional production level of the video. Viewers often associate high-quality visuals with the planning and professionalism of local tourism, thereby increasing their trust in both the video and the destination brand [16]). Furthermore, high-definition videos can evoke positive emotional responses in viewers, such as joy and satisfaction, further enhancing their trust in agricultural tourism videos and promotional content [1].

Based on the above discussion, the following research hypothesis is proposed.

H1. 

Video clarity positively affects trustworthiness.

The coherence of a video can positively influence viewers’ trustworthiness perception, primarily because the smoothness of the narrative and information delivery helps viewers better understand the content while reducing confusion or uncertainty. In the promotion of agricultural tourism, video coherence is particularly important, as viewers need to comprehend the overall process from the introduction of rural culture to participating in tourism activities. When the storyline or informational logic of a video is clear and coherent, viewers can more easily follow its flow, thereby increasing their trust in the video content [10].

Additionally, coherent agricultural tourism videos can enhance the professionalism of the presentation, allowing viewers to perceive the completeness and consistency of local tourism planning. Such well-structured videos are often seen as reliable sources of information. In marketing agricultural tourism activities, a coherent narrative structure strengthens the credibility of the local brand [16]. For instance, if a video smoothly showcases rural landscapes, agricultural activities, and local cuisine, viewers’ trust in the video content will be further enhanced.

Research also indicates that when videos can coherently deliver information, viewers are more likely to experience positive emotional responses, such as joy and satisfaction, further reinforcing their trust in the video content [1]. In the context of agricultural tourism, this trust can increase viewers’ willingness to participate and lead to more favorable evaluations of agricultural tourism.

Based on the above discussion, the following research hypothesis is proposed.

H2. 

Video coherence positively affects trustworthiness.

2.3. Elaboration Likelihood Model (ELM) and Video-Based Persuasion

The Elaboration Likelihood Model (ELM), proposed by Petty and Cacioppo [22], explains how individuals process persuasive messages through two cognitive pathways: the central route and the peripheral route. The central route is activated when individuals engage in deep cognitive processing, critically evaluating message content. In contrast, the peripheral route relies on heuristics, such as emotions, source credibility, and aesthetics, leading to persuasion with minimal cognitive effort. In the context of video-based agritourism marketing, different video attributes align with these two pathways. High-definition and well-structured videos allow viewers to clearly perceive agritourism landscapes and activities, facilitating deep cognitive processing [23]. Coherent narratives reduce cognitive load, enabling viewers to logically process information, leading to higher trust and intention to visit [10] This aligns with central route processing, where consumers engage in a more systematic evaluation of the video content before forming an opinion.

On the other hand, emotional storytelling and engaging entertainment elements stimulate heuristic processing, encouraging consumers to form positive attitudes toward agritourism [7]. Consumers may be persuaded without actively analyzing the video content, relying instead on visual appeal and emotional resonance [24]. This peripheral route processing makes videos particularly effective in reaching audiences who make decisions based on affective responses rather than logical deliberation. Videos that activate the central route (logical evaluation) enhance perceived trustworthiness, reinforcing consumers’ confidence in agritourism experiences [25]. Meanwhile, videos triggering the peripheral route (emotional persuasion) create a positive psychological state, leading to higher purchase intention, even when viewers do not critically analyze the content [26]. The combination of these two mechanisms strengthens consumer engagement with agritourism promotions, demonstrating that effective video marketing should balance both logical and emotional elements to maximize its persuasive impact.

By integrating ELM, this study highlights that video clarity and coherence facilitate rational trust-building via the central route, while emotionality and entertainment evoke affective persuasion through the peripheral route. These insights contribute to a deeper understanding of consumer decision-making and how strategic video design can enhance engagement and purchase intention in agritourism.

2.4. Flow Experience

Flow experience in videos refers to a psychological state of complete immersion, characterized by high levels of concentration, emotional engagement, and deep involvement. This state is crucial in video marketing as it enhances consumer interaction and strengthens the impact of digital content [27]. In the context of agricultural tourism promotional videos, flow experience plays a key role in enabling viewers to fully engage with the presentation of rural landscapes and cultural narratives. This immersive state fosters emotional resonance and interest in agricultural tourism, ultimately influencing viewers’ willingness to visit in person.

Recent studies further support the role of flow experience in video marketing effectiveness. Yu et al. [28] applied the Stimulus–Organism–Response (SOR) model and found that flow experience and telepresence in short video advertisements significantly impact consumer purchase intention, demonstrating that deep immersion leads to more favorable consumer decision-making. Additionally, Alghizzawi et al. [29] examined short video marketing in the tourism sector and found that emotional engagement and social sharing amplify consumer interaction, suggesting that immersive video experiences encourage users to interact more deeply with content, share their experiences, and enhance brand influence. These findings reinforce the importance of emotionally engaging, well-structured, and immersive videos in enhancing viewer participation and increasing marketing effectiveness.

Flow theory, originally developed by Csikszentmihalyi [30], has been widely applied in digital marketing and media engagement studies. The flow state occurs when individuals experience a perfect balance between challenge and skill, resulting in deep involvement and a loss of self-consciousness. Studies have shown that flow experience is a critical determinant of consumer engagement in digital content, influencing their attitudes, trust, and behavioral intentions [27]. Research has demonstrated that flow experience enhances memory retention and message effectiveness in video marketing. When viewers are deeply engaged in a video, they exhibit higher levels of trust in the content, which in turn increases their willingness to make purchasing decisions [28]. This psychological immersion is particularly relevant for promotional videos in agricultural tourism, where authenticity and emotional storytelling are essential for capturing viewer interest.

Flow experience is also a key driver of digital consumer behavior, particularly in social media and e-commerce settings. Studies indicate that social presence and interactivity in videos significantly enhance the flow experience, leading to increased advertising engagement [27]. Moreover, in the context of short video platforms like TikTok, flow experience has been found to mediate the relationship between video content and impulse buying behavior [31].

In agricultural tourism marketing, the ability to create a strong flow experience through high-quality visuals, engaging narratives, and cultural storytelling can significantly influence consumer attitudes and behavioral responses. Viewers who experience a high level of flow are more likely to share promotional videos, engage with the content, and develop a deeper connection with the destination [27]. High-quality visuals and coherent storytelling significantly enhance the likelihood of viewers entering a flow state, fostering stronger emotional and cognitive connections with the content, which is essential for effective engagement in video marketing [32]. This immersive experience plays a crucial role in building trust in the video’s message, particularly in the promotion of rural tourism destinations, where authenticity and emotional resonance are key factors influencing consumer decision-making [28]. Furthermore, the compelling nature of immersive video experiences encourages viewers to share content across social media platforms, amplifying its reach and increasing the overall impact of agricultural tourism marketing campaigns [27]. By strategically integrating flow experience principles into video-based marketing strategies, agricultural tourism operators can create more engaging and persuasive promotional content, ultimately leading to higher audience engagement, trust, and conversion rates.

2.5. Content Empowerment in Videos

Content empowerment in videos refers to the ability of video content to provide viewers with tangible value, encompassing emotional resonance, knowledge, practicality, and entertainment, thereby enhancing the video’s appeal and impact. In the context of promotional videos for agritourism, the goal of content empowerment is to enable viewers to gain specific takeaways or inspiration, such as emotional resonance, increased knowledge about rural culture, or practical information about agritourism activities. This value encourages greater viewer engagement and willingness to participate in agritourism-related content.

Emotional resonance is a key dimension of content empowerment, particularly in agritourism videos. These videos can evoke emotional reactions, such as being touched or delighted, by showcasing heartwarming rural life scenes and cultural stories. Such emotional connections foster trust and a sense of identification with both the videos and the promoted agritourism activities [1].

Knowledge dissemination in videos provides useful information to viewers, such as introductions to rural culture, explanations of unique tourism activities, or demonstrations of local agricultural product production processes. This knowledge enhances viewers’ understanding of agritourism and strengthens their intention to participate [12].

Practical utility is demonstrated when videos address viewers’ real-world concerns through specific travel guides, itinerary suggestions, or tips. For example, videos can show how to participate in farming experiences or arrange transportation and accommodation, directly influencing viewers’ intentions to act [14].

Entertainment value in videos enhances the viewing experience by incorporating humor or engaging content, allowing viewers to absorb information in a relaxed atmosphere. This encourages greater willingness to share the video, thereby amplifying the promotional reach of agritourism [4].

The core objective of content empowerment in videos is to enhance audience engagement, transforming videos from passive viewing media into interactive platforms that provide tangible value. In agritourism promotion, empowered content helps viewers deeply understand rural culture and tourism features. Through emotional resonance, knowledge sharing, and practical content, viewers actively participate during the viewing experience, further enhancing their satisfaction and intention to act. Studies show that videos with practical value, such as showcasing agricultural activities or local specialties, build audience trust and inspire actions like participating in agritourism or sharing the video content, ultimately boosting the influence and loyalty toward local brands [1,4].

Highly practical and entertaining agritourism videos effectively drive audience actions and foster deep emotional connections and credibility for local brands. Furthermore, the combination of visual and auditory elements makes these videos powerful tools for agricultural cultural education, helping viewers easily absorb knowledge, such as learning about crop cultivation processes or ways to participate in tourism activities, in an enjoyable viewing experience [12,14].

• Emotionality

The emotionality of a video positively influences the flow experience, as strong emotional reactions enable viewers to become fully immersed in the content and achieve a state of flow. In agritourism videos, emotionality can be expressed through heartwarming rural life scenes, storytelling of farming activities, or genuine interactions among local residents. These elements evoke emotional resonance in viewers, fostering focus and psychological engagement [17].

Emotionally rich videos provide emotional satisfaction, helping viewers maintain prolonged focus, forget time and environmental changes, and further enhance the flow experience [1]. For instance, viewers watching videos of rural sunrises or participating in pastoral activities may be moved by emotional storytelling, leading to deeper immersion in the video. When videos evoke emotional resonance, viewers are more likely to experience full immersion, enhancing the video’s impact and sense of engagement. This, in turn, increases interest in and willingness to participate in agritourism activities [4,33]. Based on this discussion, the following hypothesis is proposed.

H3. 

The emotionality of a video positively influences the flow experience.

2.

Knowledgeability

The knowledgeability of a video positively influences the flow experience, as video content that provides valuable and engaging knowledge encourages viewers to focus their attention and deeply engage with the content to fully understand it. In agritourism videos, knowledge-based content can include detailed introductions to agricultural culture, local activities, or eco-tourism practices. Such content enhances the video’s appeal, encouraging viewers to concentrate on the learning process, minimize external distractions, and thus improve their flow experience [12].

Additionally, the satisfaction and sense of achievement gained from acquiring new knowledge further immerse viewers in the video, enhancing the depth and durability of the flow experience [4].

H4. 

The knowledgeability of a video positively influences the flow experience.

3.

Practicality

The practicality of a video positively influences the flow experience by showcasing specific applications, which not only enhances the credibility of the content but also encourages viewers to engage more deeply and achieve a state of flow. In agritourism videos, practicality can be demonstrated through specific travel guides, such as how to participate in agricultural activities, transportation options, or local accommodation recommendations. These practical displays help viewers focus, reduce external distractions, and more easily enter a state of flow [1,14].

When videos provide concrete solutions to real-world problems, viewers develop a strong sense of engagement and satisfaction with the content, further enhancing their immersive experience [4].

H5. 

The practicality of a video positively influences the flow experience.

4.

Entertainment

The entertainment value of a video positively influences the flow experience, as videos with humor or engaging content make it easier for viewers to immerse themselves and focus on enjoying the content. In agritourism videos, entertainment can be presented through humorous narration or showcasing fun activities such as traditional rural competitions or hands-on crafts. Entertaining content captures viewers’ attention and evokes positive emotions, which reduce external distractions and help them sustain focus in a state of flow [1].

Additionally, viewers often feel emotionally connected to entertaining videos, becoming so immersed that they lose track of time and environmental changes. This further deepens and prolongs their flow experience [4].

H6. 

The entertainment value of a video positively influences the flow experience.

5.

Flow Experience and Trust

The flow experience of a video positively influences trust, as complete immersion and focus during video viewing help viewers relax their resistance to the video’s message, increasing their acceptance and trust in the video and the brand behind it [34]. In agritourism videos, the flow experience enables viewers to perceive the authenticity and charm of rural life, while enjoying positive emotional responses. This emotional connection enhances their perception of the video’s credibility, making them more inclined to trust the content [26]. Furthermore, sustained flow experiences leave viewers with positive feelings even after the video ends, further reinforcing trust in the recommended agritourism activities or local brands [35].

H7. 

The flow experience of a video positively influences trust.

2.6. Purchase Intention

In this study, purchase intention refers to consumers’ psychological inclination and behavioral intention to participate in agritourism activities or purchase related products (e.g., local agricultural specialties). In the context of agritourism, purchase intention is influenced by various factors, including the transparency of video content, the appeal of the narrative, brand trust, and the audience’s immersive experience with the video. These factors collectively drive consumers’ decisions about whether to participate in agritourism or purchase related products [36].

The primary goal of studying purchase intention is to predict consumer behavior regarding participation in agritourism, aiding regional brands and tourism promotion agencies in understanding consumers’ considerations during the decision-making process. By analyzing purchase intentions, businesses and local governments can identify key factors influencing tourism participation and develop targeted marketing strategies, such as emphasizing local characteristics or enhancing interactivity, thereby improving tourism conversion rates [37].

Moreover, research on purchase intention helps to understand consumers’ perceptions of risks associated with agritourism, such as transportation convenience or accommodation safety. This enables the optimization of tourism product designs and enhances consumer trust [25].

In agritourism videos, trust plays a critical role in increasing consumers’ purchase intentions. When viewers develop trust in the video content and the regional brand or activities it promotes, they are more likely to accept the video’s recommendations, such as attending a rural activity or purchasing agricultural products showcased in the video [25]. Trust reduces viewers’ skepticism toward the information, making them more confident in making decisions based on the video content. Specifically, in promotional agritourism videos, successfully building trust can significantly enhance viewers’ willingness to participate and their recognition of local brands [37,38].

H8. 

Trust in a video positively influences purchase intention.

Flow experience in videos also significantly impacts purchase intention. When viewers enter a state of flow while watching agritourism videos, they become fully immersed in the content and are more receptive to the tourism activities or products presented in the video [34]. Flow experiences are typically accompanied by heightened focus and immersion, enabling viewers to form deeper emotional connections with the brands or products featured in the video, thereby enhancing purchase intentions. For example, viewers may develop an interest in the rural landscapes and interactive activities showcased in the video due to their flow experience, which could lead to actual participation or purchasing actions.

Additionally, flow experiences reduce viewers’ resistance to the information in the video, making them more willing to accept recommendations for agritourism activities [26]. Research indicates that when consumers experience positive emotions as a result of flow, they are more likely to take action, such as participating in the activities or purchasing the products recommended in the video [35].

H9. 

Flow experience in a video positively influences purchase intention.

The integrated research hypotheses form the foundation of the study framework, as illustrated in Figure 1.

3. Research Methods

3.1. Research Subjects and Data Collection

The subjects of this study are Taiwanese consumers who have experience watching agricultural tourism videos from Taiwan. Specifically, participants must have viewed various types of agricultural tourism video content on online platforms (e.g., YouTube, Facebook, TikTok) within the past six months. To ensure a diverse and representative sample, participants were recruited using purposive and snowball sampling methods. Participants were primarily recruited through advertisements and posts on popular social media platforms, including Facebook, Instagram, LINE groups, Twitter, and YouTube. Additionally, recruitment messages were shared in online communities focused on travel, agriculture, and video content consumption. To further increase reach, participants were encouraged to share the survey link within their personal networks.

To be eligible for the study, participants had to meet the following inclusion criteria:

• Age: Participants had to be 18 years or older to ensure informed consent.
• Residency: Only individuals residing in Taiwan were included to maintain cultural and contextual relevance.
• Video consumption Experience: Participants must have watched at least one agricultural tourism-related video featuring Taiwanese rural destinations, farms, or agritourism activities within the last six months.
• Online activity: Respondents needed to be active users of online platforms (e.g., YouTube, Facebook, TikTok, Instagram) to ensure familiarity with digital video content consumption.
• Survey completion: Only fully completed questionnaires were included in the final dataset to maintain data reliability.

Data collection was conducted through an online questionnaire survey, designed using Google Forms. The survey covered constructs such as video sophistication (e.g., clarity, coherence), content empowerment (e.g., emotional appeal, informational value, practicality, entertainment), trust, flow experience, and purchase intention. The questionnaire was pre-tested with a small group (n = 30) to ensure clarity and reliability before full distribution. The survey was available from 1 October 2024, to 1 November 2024. During this period, recruitment and response tracking were conducted continuously. Multiple reminder messages were sent to encourage participation. A total of 527 valid questionnaires were collected, meeting the target sample size for statistical analysis. By implementing these structured recruitment methods and inclusion criteria, the study ensures a well-defined and relevant participant pool, increasing the validity and generalizability of the findings.

3.2. Questionnaire Desig

The questionnaire for this study consists of two parts. The first part addresses demographic variables, including gender, age, education level, marital status, and occupation. The second part focuses on the research variables, measured using a seven-point Likert scale, where 1 represents “strongly disagree” with the statement and 7 represents “strongly agree”. To enhance the robustness of the measurement tools, we conducted a pre-test with a sample of 30 participants to examine internal consistency and construct validity before full-scale distribution. The results indicated that all constructs demonstrated high internal reliability, with Cronbach’s alpha values exceeding 0.80, signifying strong internal consistency. Additionally, confirmatory factor analysis (CFA) was conducted to assess construct validity, with all factor loadings above 0.70, indicating a good fit.

3.2.1. Video Sophistication

• Clarity

The importance of “clarity” lies in the visibility and detail presentation of video content, which is a key factor in determining the viewing experience. The level of clarity influences the audience’s understanding of the video content. By designing Likert scale items to assess the importance of clarity, the study aims to more accurately evaluate users’ perceptions of video quality. Referring to Juszka and Papir [5], which assessed users’ perceptions of video quality, particularly clarity, subjective evaluations effectively measure the importance viewers place on clarity. The Cronbach’s alpha for this scale was 0.87, indicating high reliability. This study includes the following three items: “I believe the clarity of the video is very important to my overall viewing experience”, “I believe the clarity of the video is crucial for understanding its content”, and “I believe the clarity of the video quality influences my attention to the video”.

2.

Coherence

In terms of video sophistication, “coherence” refers to the consistency and fluidity of video content along the timeline. The level of coherence affects viewers’ understanding of the storyline or information and whether the transitions between different scenes or moments are smooth. Measuring the importance of coherence can help understand viewers’ perceptions of video fluidity. Referring to Wang, Fu, Sorkine, Lee and Seidel [10], which explored the coherence of videos across different scenes and how motion perception ensures consistency of objects and scenes over time, these concepts are applied to evaluate the importance of video coherence for viewers. The Cronbach’s alpha for this scale was 0.85, confirming its reliability. The current study includes the following three items: “I believe the coherence of the video is very important to my overall viewing experience”, “I believe video coherence is crucial for understanding its content”, and “I believe the smoothness of time transitions in the video significantly impacts my viewing experience”.

3.2.2. Content Empowerment of Videos

• Emotionally

“Emotionality” in the empowerment of video content refers to the extent to which the video can evoke emotional reactions from the audience, such as resonance, excitement, or being moved. The importance of emotionality lies in how it influences audience engagement and the depth of memory retention. Measuring the importance of emotionality helps us understand how the emotional power of a video encourages viewers to have a deeper experience of its content. The current study references Juszka and Papir [5], which explored the relationship between emotionality and video quality in 3D videos, as well as analyzed audience emotional reactions through subjective testing. The Cronbach’s alpha for this scale was 0.89. The current study designs the following three items: ”I believe the emotionality of a video is very important to my viewing experience”, “I believe emotional expression is one of the key factors in a video’s success”, and “I believe the emotional reactions evoked by a video play an important role in helping me remember its content”.

2.

Knowledge

“Knowledge” in the empowerment of video content refers to whether the video provides valuable information or knowledge, enabling the audience to gain new insights or a deeper understanding after watching. The level of knowledge significantly affects the perceived value of a video, especially in educational content, documentaries, or other videos aimed at knowledge dissemination. This study references Barua [12], which discusses the application of the Likert scale in surveys of knowledge, attitudes, and practices, emphasizing the adjustment of cut-off points between different items to reflect respondents’ reactions to various knowledge topics. The literature provides specific guidance on designing questionnaires to assess knowledge-based content. The Cronbach’s alpha for this scale was 0.86. This study designs the following three items: “I believe the knowledge-based content of a video is important to me”, “I believe the knowledge-based content of a video is helpful for my understanding”, and “I believe the knowledge provided by a video is beneficial to my learning or work”.

3.

Politicality

“Practicality” in the empowerment of video content refers to whether the information or skills conveyed in the video have real-world application value, helping viewers apply them in their daily lives or work. Measuring the importance of practicality helps understand the video’s impact on the audience, particularly in providing specific and useful knowledge or skills. Referring to Vonglao [14], which improved the application of the Likert scale using fuzzy logic, this research designs precise and effective items for measuring practicality, capturing viewers’ subjective perceptions, especially in practical scenarios. The Cronbach’s alpha for this scale was 0.88. The current study includes the following three items: “I like videos that provide practical help for my daily life or work”, “I like videos that are valuable for real-world application”, and “I like videos that offer knowledge or skills directly applicable to real-life situations”.

4.

Entertainment

“Entertainment” in the empowerment of video content refers to the video’s ability to attract viewers and provide them with enjoyable and pleasant experiences. Entertainment is a critical component of video content, influencing the audience’s willingness to continue watching. Measuring the importance of entertainment helps understand the video’s appeal and its impact on the overall viewing experience. Referring to Juszka and Papir [5], which explored how visual appeal and fun as cognitive attributes in video content affect the viewing experience, this study uses the Likert scale to measure viewers’ subjective perceptions. The Cronbach’s alpha for this scale was 0.84. The current study includes the following three items: “The entertainment value of a video is very important to my viewing experience”, “Watching videos brings me feelings of joy and relaxation”, and “Entertainment is one of the main reasons I choose to watch a video”.

3.2.3. Trustworthiness

“Trustworthiness” in videos refers to the level of trust viewers feel regarding the authenticity, accuracy, and reliability of the video content. Measuring trustworthiness helps assess whether viewers find the information provided in the video credible and whether the video gains their trust emotionally and factually. The current study refers to Rieser and Bernhard [16], which explored trustworthiness measurement and proposed new approaches to improve its assessment accuracy. The Cronbach’s alpha for this scale was 0.90. This study designs the following three items: “In general, I believe the content of videos is highly trustworthy”, “I usually trust that the information provided in videos is true and accurate”, and “I think most of the facts and narratives in videos are reliable”.

3.2.4. Flow Experience

“Flow experience” refers to the immersive state viewers enter while watching a video. When viewers are entirely focused on the video content, they may lose awareness of time and their surroundings. Measuring flow experience helps evaluate whether a video can captivate viewers and lead them into a deep state of immersion, an essential indicator of a video’s appeal and success. Referring to Procci, Singer, Levy and Bowers [17], which studied how to measure flow experience in games and examined the applicability of the “Dispositional Flow Scale-2” (DFS-2), this research draws valuable insights for designing items to evaluate flow experience while watching videos. The Cronbach’s alpha for this scale was 0.91. The current study includes the following three items: “I often feel fully immersed in the content while watching videos”, “While watching videos, my perception of time becomes diminished”, and “When watching videos, I often feel focused and completely absorbed in the storyline”.

3.2.5. Purchase Intention

“Purchase intention” refers to the tendency of viewers to take action and purchase recommended products after watching a video. Whether a video effectively increases viewers’ purchase intention is a key indicator of its influence. The current study refers to Pandean, Saerang and Saerang [2], which examined the impact of “enjoyment value”, “visual authority value”, and “monetary value” on students’ purchase intentions. The Cronbach’s alpha for this scale was 0.88. The current study designs the following three items: “I often feel willing to purchase recommended products after watching a video”, “Recommended videos increase my trust in products, making me more inclined to purchase them”, and “If a recommended product in a video meets my needs, it intensifies my intention to purchase the product”.

3.3. Data Analysis

This study first conducted frequency distribution analysis to present the background characteristics of the sample. Structural quation modeling (SEM) was used to analyze the data in two stages: the measurement model and the structural model. In the measurement model verification stage, confirmatory factor analysis (CFA) was conducted to examine whether the observed variables appropriately reflected their latent variables. The results showed that the factor loadings of all observed variables exceeded 0.5, indicating good measurement validity. Additionally, internal consistency of the scales was assessed using Cronbach’s alpha and composite reliability (CR), and both convergent validity and discriminant validity were tested. In the second stage, structural model analysis was performed. Model fit indices were first examined using the goodness-of-fit (GOF) index to evaluate the alignment between the model and the data. Subsequently, the significance of each hypothesized path in the model was tested. This study utilized SPSS 24.0 and Smart PLS 4.0 as statistical tools for data analysis.

Before conducting structural equation modeling (SEM), several statistical assumptions were tested to ensure the validity and reliability of the analysis. Multivariate normality was assessed using Mardia’s test, and since SEM can be sensitive to non-normal data, Smart PLS 4.0 was used to accommodate potential deviations. Multicollinearity was examined using the variance inflation factor (VIF), with all values below the threshold of 5, indicating no significant multicollinearity issues. Common method bias (CMB) was tested using Harman’s single-factor test, confirming that a single factor did not explain more than 50% of the variance, suggesting that CMB was not a major concern. These tests ensured that the data met the necessary statistical assumptions for accurate model estimation and hypothesis testing.

4. Research Results

4.1. Analysis of Demographic Information

This study collected 527 valid questionnaires. The following criteria were observed among the respondents:

• Gender: Predominantly female, with 290 individuals accounting for 55.0%.
• Age: The majority were aged 21–30 years, with 196 individuals representing 37.2%.
• Education: Most respondents held a university degree, with 290 individuals comprising 55.0%.
• Marital status: The majority were unmarried, with 270 individuals making up 51.2%.
• Source of questionnaire collection: The survey was distributed through social media platforms, with respondents sourced from Facebook (157), Instagram (133), LINE (106), Twitter (80), and YouTube (51) to ensure a diverse sample.

Detailed demographic information is presented in

Table 1. Analysis of demographic information.

Category	Group	Frequency	Percentage (%)
Gender	Male	237	45.0
	Female	290	55.0
Age	Under 20	67	12.7
	21–30	196	37.2
	31–40	153	29.0
	41–50	69	13.1
	Over 50	42	8.0
Education Level	High school/vocational school or below	139	26.4
	University	290	55.0
	Graduate school or above	98	18.6
Marital Status	Unmarried	270	51.2
	Married	257	48.8
Source of Questionnaire Collection	Facebook	157	39.8
	Instagram	133	25.2
	LINE	106	20.2
	Twitter	80	15.2
	YouTube	51	9.6

.

4.2. Convergent Validity

According to the criteria proposed by Fornell and Larcker [39], the measurement model in this study meets the validity standards. Factor loadings ranged from 0.839 to 0.956, exceeding the threshold of 0.7. Composite reliability values ranged from 0.912 to 0.964, indicating good internal consistency. Average variance extracted (AVE) ranged from 0.775 to 0.899, surpassing the standard of 0.5. Cronbach’s α coefficients ranged from 0.855 to 0.944, all above the threshold of 0.7. In summary, the measurement model in this study demonstrates convergent validity. The detailed results are shown in

Table 2. Convergent validity analysis.

Construct	Item	Factor Loading	Cronbach’s Alpha	Composite Reliability	Average Variance Extracted (AVE)
Clarity	CLA1	0.936	0.907	0.942	0.844
	CLA2	0.913
	CLA3	0.906
Coherence	COH1	0.912	0.855	0.912	0.775
	COH2	0.889
	COH3	0.839
Emotionality	EMO1	0.959	0.944	0.964	0.899
	EMO2	0.941
	EMO3	0.945
Entertainment	ENT1	0.928	0.922	0.951	0.865
	ENT2	0.933
	ENT3	0.930
Flow Experience	FLO1	0.941	0.940	0.961	0.892
	FLO2	0.956
	FLO3	0.936
Knowledge	KNO1	0.918	0.888	0.931	0.819
	KNO2	0.948
	KNO3	0.845
Practicality	PRA1	0.926	0.922	0.951	0.865
	PRA2	0.926
	PRA3	0.938
Purchase Intention	PUR1	0.939	0.935	0.959	0.885
	PUR2	0.955
	PUR3	0.928
Trustworthiness	TRU1	0.874	0.885	0.929	0.813
	TRU2	0.921
	TRU3	0.909

.

4.3. Discriminant Validity

This study examined the discriminant validity of constructs using the square root of the average variance extracted (AVE). According to Fornell and Larcker’s [39] criterion, discriminant validity is achieved when the square root of a construct’s AVE is greater than its correlations with other constructs. The analysis results indicate that most constructs in this study meet this standard, demonstrating sufficient discriminant validity. The detailed results are presented in

Table 3. Discriminant validity analysis.

	Clarity	Coherence	Emotionality	Entertainment	Flow Experience	Knowledge	Practicality	Purchase Intention	Trustworthiness
Clarity	0.919
Coherence	0.138	0.880
Emotionality	0.204	0.399	0.948
Entertainment	0.233	0.387	0.673	0.930
Flow Experience	0.178	0.515	0.595	0.568	0.945
Knowledge	0.228	0.466	0.530	0.468	0.667	0.905
Practicality	0.310	0.353	0.576	0.631	0.526	0.445	0.930
Purchase Intention	0.110	0.228	0.071	0.180	0.324	0.251	0.226	0.941
Trustworthiness	0.193	0.369	0.364	0.446	0.475	0.427	0.430	0.291	0.902

.

4.4. Goodness of Fit (GOF)

The goodness of fit (GOF) index is an overall measure of model fit, calculated as: $GOF=\sqrt{\overline{AVE}}\times \sqrt{\overline{R^2}}.$ According to Vinzi, et al. [40], the thresholds for GOF are as follows:

• 0.1 = Weak fit;
• 0.25 = Moderate fit;
• 0.36 = Strong fit.

In this study, the calculated GOF value is 0.518, indicating a strong level of fit for the model. The calculation is as follows: $GOF=\sqrt{\overline{AVE}}\times \sqrt{\overline{R^2}}=\sqrt{0.851\times 0.315}=0.518$.

This result demonstrates that the model achieves a strong level of goodness of fit.

4.5. Path Analysis

The results of this study indicate that multiple factors significantly impact Trustworthiness, Flow Experience, and Purchase Intention.

1.

Effects Related to Trustworthiness

• The path coefficient of Clarity to Trustworthiness is 0.105 and is significant (t = 2.516, p = 0.012), indicating that Clarity has a significant positive effect on Trustworthiness.
• The path coefficient of Coherence to Trustworthiness is 0.163 and is significant (t = 2.835, p = 0.005), suggesting that Coherence has a significant positive effect on Trustworthiness.
• The path coefficient of Flow Experience to Trustworthiness is 0.372 and is significant (t = 6.580, p < 0.001), demonstrating that Flow Experience effectively enhances Trustworthiness.

2.

Effects Related to Flow Experience

• The path coefficient of Emotionality to Flow Experience is 0.182 and is significant (t = 2.269, p = 0.023), indicating that Emotionality has a positive effect on Flow Experience.
• The path coefficient of Knowledge to Flow Experience is the highest at 0.440 and is significant (t = 7.048, p < 0.001), suggesting that Knowledge has the strongest positive effect on Flow Experience.
• The path coefficient of Practicality to Flow Experience is 0.123 and is significant (t = 2.104, p = 0.035), indicating that Practicality positively influences Flow Experience.
• The path coefficient of Entertainment to Flow Experience is 0.162 and is significant (t = 2.115, p = 0.034), showing that Entertainment contributes to improving Flow Experience.

3.

Effects Related to Purchase Intention

• The path coefficient of Trustworthiness to Purchase Intention is 0.177 and is significant (t = 4.092, p < 0.001), demonstrating that Trustworthiness has a positive effect on Purchase Intention.
• The path coefficient of Flow Experience to Purchase Intention is 0.240 and is significant (t = 6.223, p < 0.001), indicating that Flow Experience significantly enhances Purchase Intention.

The results of the path relationships are shown in

Table 4. Path analysis table.

Path Relationship	Original Sample (O)	Standard Deviation (STDEV)	t Statistics (|O/STDEV|)	p Values
Clarity → Trustworthiness	0.105	0.042	2.516	0.012
Coherence → Trustworthiness	0.163	0.058	2.835	0.005
Emotionality → Flow Experience	0.182	0.080	2.269	0.023
Entertainment → Flow Experience	0.162	0.077	2.115	0.034
Flow Experience → Purchase Intention	0.240	0.039	6.223	0.000
Flow Experience → Trustworthiness	0.372	0.057	6.580	0.000
Knowledge → Flow Experience	0.440	0.062	7.048	0.000
Practicality → Flow Experience	0.123	0.059	2.104	0.035
Trustworthiness → Purchase Intention	0.177	0.043	4.092	0.000

and Figure 2.

5. Conclusion and Discussion

5.1. Research Conclusions

5.1.1. The Impact of Video Maturity on Trust

The study finds that video clarity, coherence, and flow experience significantly enhance trustworthiness in agritourism promotion. These factors play a key role in building viewer confidence in the destination and brand. First, video clarity positively influences trustworthiness, aligning with findings from Liu, An, Meng, Yang and Huang [6] and Rieser and Bernhard [16]. High-clarity videos improve information transparency, making rural landscapes, agricultural activities, and local features more comprehensible. Clear visuals also reinforce brand credibility through professional presentation.

However, the impact of clarity is relatively low (0.105). This suggests that while clarity enhances credibility, other factors like narrative coherence and emotional engagement may play a larger role in trust formation. Prior research indicates that a well-structured narrative reduces cognitive load and improves message retention, thereby strengthening perceived credibility and trust [41,42]. Therefore, agritourism videos should prioritize not only high visual quality but also strong storytelling and emotional appeal to maximize trustworthiness.

Second, video coherence has a stronger impact on trustworthiness than clarity. This aligns with findings from Wang, Fu, Sorkine, Lee and Seidel [10] and Rieser and Bernhard [16], which suggest that a well-structured and smooth narrative enhances viewer understanding and reduces uncertainty. When agritourism videos clearly present the sequence, locations, and features of tourism activities, they establish logical consistency and a professional image, thereby increasing trust in both the video and its message.

Finally, flow experience has the strongest influence on trustworthiness, supporting the theories of Csikszentmihalhi [34] and Hoffman and Novak [26]. When viewers become fully immersed in agritourism videos—engaging with rural landscapes, cultural stories, and interactive activities—they are more receptive to the information and brand message. Compared to clarity and coherence, deep emotional engagement and immersion are the most effective in building trust. For instance, compelling storytelling and emotionally resonant visuals evoke strong emotions, further reinforcing trust.

A comprehensive analysis confirms that flow experience has the strongest impact on trustworthiness, followed by coherence, with clarity having the least influence. While clarity is essential for establishing trust, logical coherence and emotional engagement play even more crucial roles. Thus, effective agritourism videos should integrate high clarity, structured narratives, and emotionally immersive experiences to maximize viewer trust and engagement with agritourism brands.

5.1.2. The Impact of Video Content Empowerment on Flow Experience

This study finds that emotionality, entertainment, knowledge, and practicality all significantly enhance flow experience in agritourism videos. These elements deepen immersion and engagement, making the viewing experience more impactful.

• The Impact of Emotionality on Flow Experience

Emotionality positively influences flow experience by evoking emotional resonance through heartwarming rural scenes and authentic stories. Such content reduces distractions and enhances psychological engagement, helping viewers reach a state of flow.

This finding aligns with Procci, Singer, Levy and Bowers [17] and Lim, Ng, Lam, Soon and Tan [1], who suggest that emotional resonance enhances video immersion. However, its impact is relatively weaker than other dimensions, possibly because emotional responses vary by individual. To strengthen emotionality in agritourism videos, emphasizing genuine and compelling rural narratives can enhance viewer connection and engagement.

2.

The Impact of Entertainment on Flow Experience

Entertainment positively influences flow experience by incorporating engaging elements like traditional rural competitions or humorous narratives. Such content evokes joy, reduces distractions, and facilitates immersion in agritourism videos. This finding aligns with Lim, Ng, Lam, Soon and Tan [1] and Jingga, Wiryawan, Rahmanita and Adani [4], who suggest that entertainment enhances attention and engagement. However, its impact is weaker than knowledge, as entertaining content captures attention but is less effective in fostering deep concentration and learning.

Recent studies indicate that brevity, interactivity, and algorithmic personalization significantly enhance the flow experience in short-form video marketing, increasing audience engagement and brand loyalty. Social media platforms like TikTok, Instagram Reels, and YouTube Shorts effectively capture and maintain viewers’ attention through fast-paced, visually dynamic, and emotionally resonant content [43]. These short videos leverage instant gratification loops, fostering a sense of immersion and emotional connection with users [44,45]. Additionally, personalized recommendation algorithms on short-video platforms optimize content based on user behavior, increasing video watch time and click-through rates [46]. Agritourism can adopt these short-form video marketing strategies by incorporating engaging visuals, compelling storytelling, and interactive elements to enhance viewer retention and purchase intent [47]. This approach not only increases brand influence but also strengthens the emotional connection between consumers and agritourism experiences, ultimately driving conversions and customer loyalty.

3.

The Impact of Knowledge on Flow Experience

Knowledge has the strongest impact on flow experience. Agritourism videos that provide informative content—such as local farming practices, cultural heritage, or ecotourism benefits—enhance concentration and sustained engagement, leading to deeper immersion. This aligns with Barua [12] and Jingga, Wiryawan, Rahmanita and Adani [4], who found that fulfilling viewers’ learning needs fosters a sense of achievement, making it easier to maintain a state of flow. Additionally, knowledge-based content strengthens viewers’ identification with the destination, increasing their willingness to engage.

4.

The Impact of Practicality on Flow Experience

Practicality positively influences flow experience by providing real-world value in agritourism videos. Content such as recommended travel routes, farming activity tips, and transportation or accommodation guidance enhances viewer focus and reduces distractions. This finding aligns with Lim, Ng, Lam, Soon and Tan [1] and Vonglao [14]. However, practicality has the weakest impact on flow experience since it lacks deep emotional engagement, making it less effective than knowledge and emotionality in sustaining immersion.

Among the four dimensions, knowledge has the strongest impact, followed by emotionality and entertainment, with practicality having the least influence. This suggests that knowledge fosters deeper concentration and a lasting sense of achievement, while emotional and entertaining content captures attention but offers shorter-term immersion. Practicality, though valuable, primarily encourages specific actions rather than sustained engagement.

5.1.3. The Impact of Trustworthiness and Flow Experience on Purchase Intention

This study finds that both trustworthiness and flow experience significantly enhance purchase intention in agritourism promotion. These factors increase viewers’ willingness to participate in agritourism activities or purchase local agricultural products.

• The Impact of Trustworthiness on Purchase Intention

Trustworthiness positively influences purchase intention, as viewers who trust agritourism videos and their promoted brands exhibit lower skepticism and are more likely to accept recommendations (Gefen et al. [25] and Pavlou [37]). In agritourism, trust reduces uncertainty about unfamiliar destinations and boosts viewer confidence in decision-making. By establishing credibility, it enhances engagement and purchase behavior. However, trustworthiness has a weaker impact than flow experience, as it primarily influences cognitive decision-making by reducing skepticism but lacks strong emotional engagement. This suggests that trust alone is insufficient to drive purchase intention. Instead, combining emotional and immersive elements with trust can further strengthen its effect.

2.

The Impact of Flow Experience on Purchase Intention

Flow experience has a significant and strongly positive impact on purchase intention. This suggests that when viewers are fully immersed in an agritourism video—captivated by scenic rural landscapes, farming activities, or local cultural stories—they develop higher receptiveness to the video content and form stronger emotional connections. This finding is consistent with the theories of Csikszentmihalhi [34] and Hoffman and Novak [26], which highlight that flow experience leads viewers into a state of deep concentration and immersion, making them more likely to accept video recommendations.

While this study does not explicitly test mediation effects, prior research suggests that flow experience may act as a mediator between video attributes (clarity, coherence, and content empowerment) and purchase intention. Flow experience enhances emotional and cognitive engagement, which in turn increases the likelihood of trust formation and consumer action. For example, videos with strong coherence and engaging storytelling are more likely to induce flow states, reducing cognitive resistance and increasing trust in the message. This aligns with Yu et al. [28], who found that telepresence and immersion in short video advertisements significantly enhance purchase intention by fostering deeper engagement.

Similarly, emotional and knowledge-based content can lead to heightened flow experiences, which further reinforce trustworthiness and strengthen consumer intention to purchase. Alghizzawi et al. [29] highlight that emotional engagement and social sharing in video marketing amplify consumer interaction, suggesting that affective responses may serve as a bridge between content quality and behavioral intent.

Therefore, future research could explore whether flow experience mediates the relationship between video characteristics (e.g., clarity, coherence, emotional appeal) and purchase intention, providing deeper insights into how agritourism videos influence consumer behavior. Understanding this mechanism would help refine video marketing strategies, ensuring that content not only builds trust but also maximizes viewer engagement and conversion rates.

Compared to trustworthiness, flow experience has a stronger impact on purchase intention as it evokes pleasurable emotions and sustained positive feelings, making viewers more likely to take action. For example, when viewers feel the joy of agritourism through a video, they are more inclined to participate in recommended activities or purchase local products, translating emotions into tangible decisions.

3.

The Combined Effect of Trustworthiness and Flow Experience

The results confirm that flow experience has a stronger impact on purchase intention than trustworthiness, suggesting that emotions and immersion are more effective in driving consumer action. While trust reduces cognitive resistance, flow experience deepens emotional connections, making viewers more likely to engage. For effective agritourism video production, both trustworthiness and flow experience should be enhanced. Professional production and transparent information build trust, while emotionally immersive elements—such as authentic landscapes, cultural activities, and compelling narratives—intensify engagement, ultimately boosting purchase intention.

5.2. Discussion and Recommendations

This study examines how video clarity, coherence, emotionality, entertainment, knowledge, and practicality influence trustworthiness and flow experience, ultimately shaping consumer intentions to participate in agritourism or purchase related products. The findings offer practical recommendations for improving agritourism promotional videos.

(1)

Video Clarity, Coherence, and Trustworthiness

The results show that both clarity and coherence enhance trustworthiness, though clarity has a weaker impact, suggesting it is a foundational rather than a decisive factor in building trust. A well-structured narrative is more critical, as it helps viewers understand tourism activities, reducing uncertainty and confusion. Comparative analysis with previous studies confirms that narrative coherence is more effective than visual clarity in fostering trust. A coherent storyline reduces cognitive load, improves message retention, and enhances credibility, leading to stronger audience engagement.

Agritourism promotional videos should prioritize logical consistency and narrative coherence alongside high clarity to strengthen professionalism and credibility. For example, using continuous shots to seamlessly present the journey from rural landscapes to tourism activities can build trust and engagement.

(2)

The Role of Emotionality, Entertainment, Knowledge, and Practicality in Enhancing Flow Experience

The results show that knowledge-based content has the strongest impact on flow experience, followed by emotionality and entertainment, with practicality having the least influence. This suggests that knowledge-driven content fosters deep concentration, sustained engagement, and fulfillment of learning needs.

In agritourism videos, presenting agricultural culture, local specialties, or eco-tourism benefits effectively attracts rational consumers and enhances immersion. This finding aligns with Csikszentmihalyi’s flow theory, which posits that informational and challenging content deepens engagement. Our study extends this by showing that knowledge-based content sustains flow better than emotional or entertaining elements in agritourism contexts.

Emotional resonance and entertainment enhance viewer engagement, making them ideal for showcasing rural cultural stories and dynamic activities. For example, genuine interactions between rural residents or humorous activity introductions can make videos more appealing and emotionally engaging. Meanwhile, practical content enhances realism, making it particularly useful for illustrating travel itineraries, transportation, and accommodation options. By providing clear, actionable information, practical content helps viewers visualize their participation, strengthening their connection to the destination.

(3)

The Impact of Trustworthiness and Flow Experience on Purchase Intention

The findings confirm that both trustworthiness and flow experience positively influence purchase intention, but flow experience plays a more dominant role. This suggests that emotional connections and immersion are more effective in stimulating consumer action than trust alone.

For example, when viewers are fully immersed in scenic landscapes, rural activities, or local culture, they are more likely to accept recommendations and develop an intention to participate. This aligns with consumer behavior research, which shows that affective engagement (flow experience) leads to stronger behavioral intentions than cognitive assessments like trust.

Trustworthiness reduces skepticism and enhances cognitive acceptance, reinforcing the need for professionalism and information transparency in agritourism videos. However, to maximize purchase intention, videos should combine credibility with immersive, emotionally engaging content.

It is recommended that agritourism video production adopts a holistic strategy that integrates clarity, coherence, knowledge, and emotionality to enhance both viewers’ trustworthiness and flow experience.

• High Clarity and Coherent Narrative

Utilize professional visual effects and a well-structured storyline to enhance the video’s credibility and build trust in the destination.

2.

Knowledge-Based Content

Incorporate valuable informational content, such as agricultural culture, local specialties, and tourism benefits, to particularly appeal to rational consumers.

3.

Emotional and Entertaining Elements

Integrate heartwarming human stories or engaging activity showcases to strengthen emotional appeal and immersion.

4.

Practical Content

Provide specific travel recommendations and real-world applications to help viewers better understand the itinerary and increase their willingness to participate.

For different target audiences, videos should flexibly apply these dimensions. For instance, videos aimed at attracting family travelers should emphasize emotional and entertaining elements, while those targeting rational consumers should focus more on knowledge-based and practical content. This tailored approach is supported by previous segmentation research, suggesting that customization enhances promotional effectiveness. In conclusion, our study contributes to the literature by not only identifying the key factors that influence trustworthiness and flow experience in agritourism videos but also by providing an analytical framework linking these factors to consumer purchase intention. Future research should further investigate these dynamics across diverse cultural and market contexts, as well as explore longitudinal effects of integrated video marketing strategies.

To ensure that agritourism promotional videos effectively support industry stakeholders, it is recommended that different tourism-related businesses tailor their video content to specific audience needs. Agritourism operators should emphasize authenticity and storytelling to enhance engagement and trust, while marketing agencies should integrate knowledge-based and emotional elements to maintain viewer immersion. Travel platforms and online booking services can leverage video content by providing direct links for reservations, making it easier for viewers to transition from interest to action. Additionally, future research could further explore how different demographic groups respond to various video elements, helping stakeholders refine their marketing strategies for greater impact.

5.3. Research Limitations and Future Directions

While this study provides practical recommendations for agritourism video design, several limitations remain:

1.

Lack of Audience-Specific Analysis

This study did not analyze how different video types or audience preferences affect flow experience and participation intention (e.g., purchasing agricultural products or engaging in farming activities). Future research should conduct subgroup analyses to explore how age, gender, and prior agritourism experience influence video preferences and effectiveness.

2.

Emotional State Interactions

Viewer responses to emotional or entertaining content may vary based on their emotional state, affecting flow experience and purchase intention. Future studies should examine how emotional states moderate the impact of video content, particularly in contexts like post-crisis tourism recovery (e.g., post-pandemic travel).

3.

Multi-Channel Marketing Strategies

This study focused on single-video effects without considering multi-channel marketing (e.g., short videos, live-streaming, and social media). Future research could explore how integrated digital strategies enhance agritourism engagement, such as combining video content with real-time interactions or direct purchase links.

4.

Response Bias and Cultural Generalizability

As the study relies on self-reported survey data, it may be influenced by social desirability or recall limitations. Additionally, since the research focuses on Taiwanese consumers, findings may not be fully generalizable to other markets. Future research should employ behavioral tracking methods to minimize bias and conduct cross-cultural comparisons.

5.

Product- and Service-Specific Video Effectiveness

Future studies should examine how agritourism videos perform across different travel needs, such as family tourism, solo deep travel, or eco-tourism. Comparing the impact of various video elements in different service scenarios would provide targeted insights for optimizing agritourism video production. Additionally, future research could further explore how different age groups respond to various video elements in agritourism marketing. Since emotionality, entertainment, and knowledge impact viewer engagement differently, a deeper segmentation analysis by age may provide more targeted recommendations for video content strategies. Analyzing whether younger and older audiences have distinct preferences in trust-building and immersion could enhance the effectiveness of agritourism promotional videos.