电商与“三农”短视频融合的用户行为与对策研究

Research on User Behavior and Strategies in the Integration of E-Commerce and “Three Rurals” Short Videos

摘要: 本研究聚焦电商与“三农”短视频融合的用户行为特征及发展对策。通过问卷调查与数据分析“三农”短视频用户的基本情况、观看途径和行为、观看动机及其消费情况和评价。针对现存问题，提出四方面优化策略：内容优化需突出特色，以用户需求为导向，增强情感共鸣；通过互动设计、直播带货及创新技术构建沉浸式消费链路；平台、政府协同完善监管机制，保障用户权益以提升信任；借助算法技术实现精准营销，推动数据驱动的个性化推荐。研究为“三农”短视频与电商深度融合提供了理论与实践参考，助力乡村振兴背景下数字经济的发展。

Abstract: This study explores user behavior characteristics and development strategies for the integration of e-commerce and “Three Rurals” (agriculture, rural areas, and farmers) short videos. Through questionnaires and data analysis, we investigate the demographic profiles, viewing platforms and habits, motivations, consumption behaviors, and evaluations of “Three Rurals” short video users. To optimize content, it is essential to highlight regional uniqueness, prioritize user needs, and strengthen emotional engagement. By integrating interactive designs, live-streaming commerce, and innovative technologies, an immersive consumption pathway can be constructed. Platforms and governments should collaboratively refine regulatory frameworks to safeguard user rights and enhance trust. Additionally, algorithm-driven precision marketing and data-driven personalized recommendations should be leveraged to advance user-centric strategies. This research provides theoretical and practical insights for deepening the integration of “Three Rurals” short videos and e-commerce, contributing to the growth of the digital economy under the framework of rural revitalization.