助农直播中情感互动营销策略的三重机制

The Triple Mechanism of Emotional Interaction Marketing Strategies in Agricultural Assistance Live Streaming

摘要: 近年来，随着乡村振兴战略的推进，助农直播已成为激活农村经济的重要渠道。本文基于情感互动的视角，结合场景构建、语言塑造与情感反馈三重机制，探讨抖音平台上的助农直播如何通过情感认同驱动消费行为。首先，原产地直播通过“在地化”叙事与情感故事呈现的方式，建立起消费者对农产品的共鸣与信任；其次，主播通过身份标签、方言语句及身体语言强化情感信任，非农与农民主播分别通过专业化与“本真性”策略吸引受众；最后，直播的即时互动机制与道德价值的赋予使简单的消费行为升华为公益实践。本文揭示了情感要素在直播生态中的交互作用，为优化助农直播营销策略提供了理论支持与实践启示。

Abstract: In recent years, with the advancement of the rural revitalization strategy, farmer assistance live-streaming has become an important channel to activate rural economy. From the perspective of emotional interaction, this paper combines three mechanisms: scene construction, language shaping, and emotional feedback, to explore how farmer assistance live-streaming on Douyin platform drives consumption behavior through emotional identification. Firstly, origin live-streaming establishes consumers’ resonance and trust in agricultural products through the narrative and emotional story presentation of “localization”; secondly, the hosts strengthen emotional trust through identity labels, dialectal expressions and body language, and non-agricultural and agricultural hosts respectively attract audiences through professionalization and “authenticity” strategies; finally, the real-time interaction mechanism of live-streaming and the attribution of moral values elevate simple consumption behavior to public welfare practice. This paper reveals the interactive role of emotional elements in the live-streaming ecosystem and provides theoretical support and practical inspirations for optimizing farmer assistance live-streaming marketing strategies.