直播电商背景下农村青年返乡创业的社会支持机制研究——基于社会工作视角的分析

Social Support Mechanisms for Rural Youth Returning to Entrepreneurship in the Context of Livestream E-Commerce—A Social Work Perspective

摘要: 近年来，随着直播电商的迅猛发展，越来越多的农村青年选择返乡创业，借助新媒体平台实现经济突破与身份重塑。然而，在创业过程中，他们面临着资金、技能、社会认同及支持网络等多重挑战。本文以社会工作视角切入，运用社会支持理论，对直播电商背景下农村返乡青年的创业支持机制进行分析。通过对安徽、贵州等地典型案例的质性访谈与文献归纳，发现当前支持体系多集中于政策和平台层面，社区、家庭和专业服务的支持尚有不足。社会工作在链接资源、增强赋权、提供情绪支持和建立可持续支持网络方面具有独特优势。本文提出，应从个体赋能、家庭关系调适、社区融入、社会服务协同等方面构建系统性支持体系，为农村青年电商创业营造良好环境。

Abstract: In recent years, the rapid development of livestream e-commerce has motivated a growing number of rural youth to returning to entrepreneurship using digital platforms. While this trend presents new opportunities for rural revitalization, returnee entrepreneurs often face significant challenges such as lack of funding, limited digital skills, weak community ties, and insufficient social support. This paper adopts a social work perspective and applies social support theory to examine the support mechanisms available to rural youth engaging in livestream-based entrepreneurship. Through case studies and qualitative interviews in regions such as Anhui and Guizhou, the study finds that existing support systems are mainly policy- or platform-oriented, with limited involvement from families, communities, or professional social services. The paper argues that social work can play a vital role in resource linkage, emotional support, empowerment, and the development of sustainable support networks. It proposes a multi-level support framework involving individual capacity building, family support adjustment, community integration, and inter-sectoral collaboration, in order to create an enabling environment for rural youth entrepreneurs in the digital economy.