In the current competitive market situation, live streaming has become an essential part of the digital transformation of agriculture. In this study, we empirically examine the influence of short video live streaming on the purchase of agricultural products. A regression model was developed using SPSS 23 software. The final results of this study show that short video live streaming has a significant effect on the sales of agricultural products. Consumer cognition and emotion show mediation in the impact between the Key Opinion Leaders (KOL) of charisma, content richness, and interactive evaluation on the purchase of agricultural products. This study explores the path of the impact of short video live streaming on the purchasing of agricultural products. It is beneficial to help agriculture-related practitioners develop new marketing paths, reduce the waste of agricultural products, and improve the economic income of related practitioners.

The forest ecological bank (FEB) plays a vital role in the transformation of ecological assets into ecological capital. The purpose of this study is to clarify the role of Shunchang County’s FEB in promoting the realization of the value of forest ecological products and the degree of the value realization of FEB ecological products so as to provide data support and policy reference for sustainable forest management and an ecological product value realization model. The ratio of the sum of the material supply value and the forest premium benefit of the forest ecosystem of the state-owned forest land to the total production value of the forest ecosystem of the state-owned forest land in Shunchang County is taken as a quantitative index of the realization degree of the ecological product value of the FEB in Shunchang County. (1) The difference in the production value of the forest ecosystem per unit area between state-owned forest land and non-state-owned forest land is USD 340.17, and the production value of the ecosystem brought about by the scientific cultivation of the FEB has increased by USD 25.92 million. (2) The base price of state-owned forest land in Shunchang County is USD 378.30, the base price of non-state-owned forest land is USD 247.23, and the value-added premium value of forest land is USD 30.19 million. (3) The realization degree of the ecological product value of the FEB in Shunchang County is 85.51%. These results show that the FEB can accelerate the progress of forest ecological products and play an important role in the construction of the ecological civilization proposed by China.