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This study introduced the theory of perceived value, perceived risk, and brand trust to explore the mechanism of short video marketing's impact on consumers' intention to buy agricultural products in Fujian under the shared economy concept. How to construct a short video marketing and a framework model of the internal mechanism of consumers' purchase intention would also be the key to evaluation for the study purposes. The construct was purchase intention, and the dimensions were perceived value, perceived risk, and brand trust. 401 valid questionnaires were obtained in May of 2022. SPSS software was used to analyze the data of the valuable questionnaires, including demographic description, descriptive statistics, reliability and validity testing, correlation analysis, difference analysis, and regression analysis. The research results showed that perceived risk, perceived risk, and brand trust significantly impact purchase intentions. Based on the research conclusions, improving the quality of short video marketing content and enhancing consumers' intention to buy quality agricultural products would strengthen service quality by reducing consumers' perceived risk. Building agricultural product brands to enhance consumer brand trust and using short video creative expression to enhance the emotional value of consumers would also be the key to having sustainable market development on agricultural product sales in Fujian.