Focusing on the operation logic of “short video+live broadcast” enabling agricultural products to go up, this paper examines how content preheating, live broadcast interaction, performance and traceability guarantee work together on consumer trust, and further distinguishes between high trust and high transformation. The research combines short video metadata, live interactive records, order fulfillment form, comment text and supplementary questionnaire into the same analysis framework, and constructs core variables such as short video preheating, live interactive quality, authenticity display, performance and traceability guarantee, price transparency, consumer trust and purchase transformation, and analyzes them combined with PLS-SEM, fsqca and text consistency verification. The results show that: first, the performance and traceability guarantee, the interactive quality of live broadcast and the preheating intensity of short video all significantly enhance consumer trust, and the performance and traceability guarantee play the strongest role; Second, price transparency has a more direct role in promoting the purchase transformation, but its contribution to the accumulation of trust is relatively limited, which shows that “facilitating orders” and “precipitating trust” are not entirely driven by the same mechanism; Third, there is no unique optimal path for high trust and high transformation. The former mainly ends with “authenticity guarantee steady state”, “content traction interactive verification” and “guarantee compensation”, while the latter further differentiates into “preheating innovation price trigger” and other rapid transaction paths; Fourth, after the change of platform, category, anchor identity and performance deviation, the stability of each path will be reordered, in which fresh fruits and vegetables and high performance sensitive scenarios are more dependent on guarantee cashing, and talent anchors are more likely to form short-term high conversion and difficult to synchronously deposit high trust. This paper advances the research on agricultural products’ uplink from the general discussion of channel effectiveness to the identification level of trust generation and pattern differentiation, which can provide more specific decision-making basis for platform governance, merchant configuration and live broadcast operation optimization.
