Purpose The purpose of this study is to unveil the role of short-form video platforms (SVPs) in changing the dietary quality of rural households, based on the primary data collected from rural households in China. Design/methodology/approach The Poisson regression with endogenous treatment effects and linear regression with endogenous treatment effects models are used to estimate the impact of SVP usage on the dietary quality and food intake of rural households, respectively. The quantile regression model is applied to evaluate the effect of SVP usage on the distribution of household dietary quality. The mediation model is employed to explore the mediating role of knowledge acquisition between SVP usage and the diet quality distance (DQD) of rural households. Findings The results reveal that (1) SVP usage decreases the DQD and low bound score of rural households by 6.5 and 9.067, respectively, while increasing the high bound score of rural households by 8.359. Specifically, SVP usage increases the consumption of cereals and tubers, vegetables and dairy products and decreases the consumption of cooking oil. (2) SVP usage decreases the DQD of households by enhancing diet-related knowledge acquisition. (3) SVP usage decreases the DQD of households by 9.305 among lower-income households. SVP usage decreases the DQD of households with more members by 5.999 and those with fewer members by 4.248. Practical implications Policymakers can be aware of the benefits of SVPs in improving the dietary balance level of rural households, thereby encouraging content creators to share diet-related knowledge among rural residents through SVPs. Originality/value This study bridges the empirical gap by examining how SVP usage influences household dietary quality and identifies knowledge acquisition as a key mediator in the pathway through which SVP usage affects the DQD of rural households.
Yang et al. (Wed,) studied this question.