基于AISAS模型解析明星助农直播对农产品销售渠道拓展的影响

Analysis of the Impact of Celebrity-Assisted Agricultural Livestreaming on the Expansion of Agricultural Product Sales Channels Based on the AISAS Model

摘要: 在乡村振兴战略及相关政策支持下，电商直播中的助农直播成为推动农产品销售的新兴力量，但目前其发展面临直播内容同质化、营销转化效率低等问题。本文基于AISAS模型，通过构建明星影响力–用户行为–渠道拓展关联模型，系统剖析明星助农直播对农产品销售渠道拓展的影响机制。研究发现，明星助农直播在拓展渠道广度、优化效率和促进多元化方面效果显著，借助AISAS模型的注意、兴趣、搜索、行动、分享环节，吸引消费者关注、激发兴趣、推动搜索验证、促进购买行为并带动分享传播。据此，文章提出提升直播吸引力、挖掘产品亮点、优化信息引导、改善购买体验和激励分享行为等策略，为优化助农直播模式、拓宽农产品销售渠道提供理论与实践参考。

Abstract: With the support of the rural revitalization strategy and relevant policies, agricultural livestreaming in e-commerce live-streaming has emerged as a new force in promoting the sales of agricultural products. However, currently, its development faces problems such as homogeneous live-streaming content and low marketing conversion efficiency. This paper is based on the AISAS model. By constructing a correlation model of celebrity influence-user behavior-channel expansion, it systematically analyzes the impact mechanism of celebrity-assisted agricultural livestreaming on the expansion of agricultural product sales channels. The research finds that celebrity-assisted agricultural livestreaming is remarkably effective in expanding the breadth of sales channels, optimizing efficiency, and promoting diversification. Through the Attention, Interest, Search, Action, and Share links of the AISAS model, it attracts consumers’ attention, stimulates their interest, promotes search and verification, facilitates purchasing behavior, and drives sharing and dissemination. Accordingly, this article proposes strategies such as enhancing the attractiveness of livestreams, exploring product highlights, optimizing information guidance, improving the purchasing experience, and encouraging sharing behavior, providing theoretical and practical references for optimizing the agricultural livestreaming model and broadening the sales channels of agricultural products.