The impact mechanism of agricultural product short videos on consumers' purchase intention research

Abstract

This study focuses on the policy support for small and medium-sized enterprises (SMEs) in the context of the COVID-19 pandemic. It employs stakeholder theory and the DuPont analysis method to delve into the impact of government tax and fee reduction policies on businesses. The study reveals that the government’s tax and fee reduction policies have effectively alleviated the burden on enterprises, enhancing their financial performance. However, issues of policy complexity and limited scope also exist. Consequently, it is recommended that the government pay closer attention to the individualized needs of SMEs in policy formulation and establish more flexible and differentiated support mechanisms to ensure policies precisely cater to the unique circumstances of businesses. Moreover, the government should enhance communication between enterprises and itself, establishing an open and transparent information-sharing platform to better understand business needs and feedback. Drawing on stakeholder theory, cooperation among the government, enterprises, and various stakeholders is essential for effectively addressing the challenges posed by the pandemic, thereby promoting social stability and sustainable development