Policy-Driven Digital Marketing in Agricultural Modernization: Local Government Mechanisms Shaping Fresh Corn Consumer Behavior

Abstract

Digital transformation is reshaping agricultural governance of local governments, yet micro-pathways through which policy instruments influence consumer behavior via market mechanisms remain unclear. This study examines the fresh corn industry in Beijing and surrounding areas to explore how local governments employ policy-driven digital marketing strategies to promote agricultural modernization and shape consumer behavior. The research constructs an analytical framework integrating policy instrument theory, multi-level governance, and consumer behavior models. Through surveying 380 consumers, Partial Least Squares Structural Equation Modeling (PLS-SEM) examined policy implementation mechanisms. Findings reveal that policy-supported digital infrastructure (β=0.328, p<0.001) and government-led platform engagement (β=0.296, p<0.001) significantly enhance public service satisfaction, which demonstrates the strongest effect on market participation behavior (β=0.512, p<0.001). Mediation tests indicate indirect effects of policy instruments through satisfaction (0.168 and 0.152) exceed direct effects (0.126 and 0.108), with public service satisfaction playing a crucial mediating role, explaining 52.3% of satisfaction variance and 58.2% of market behavior variance. Regional analysis reveals a 35% gap in policy implementation intensity between urban and rural areas, though 56.3% of consumers frequently use digital channels, indicating positive transformation progress. The study unveils governance innovation pathways of local governments transitioning from direct market intervention to platform empowerment and from technology promotion to service optimization, providing theoretical perspectives for understanding local agricultural governance in the digital era and offering transferable strategies for agricultural digital transformation in other regions.