公益性动机对Z世代消费者参与助农直播的影响研究

Research on the Impact of Philanthropic Motivation on Generation Z Consumers’ Participation in Live Broadcasts for Supporting Agriculture

摘要: 在当前全面推进乡村振兴和数字经济深度融合的国家战略大背景下，助农直播迅猛发展，而兼具着社会责任感与数字原住民特性的Z世代已经成为其核心的参与群体。本研究聚焦于公益性动机对Z世代消费者参与行为的内在影响机制进行研究，旨在揭示其是如何通过价值认同、身份构建、信任构建、心理赋能等路径的驱动而参与助农直播，同时，研究识别了动机混杂性、信息真实性和长期参与度等风险挑战，并提出相应的对策建议。研究结果为理解Z世代消费者的公益参与行为提供了理论见解，并为助农直播的可持续发展提供了理论参考。

Abstract: In the current national strategic context of comprehensively promoting the deep integration of rural revitalization and the digital economy, live streaming for agricultural assistance has developed rapidly, with Generation Z, who possess both a sense of social responsibility and digital native characteristics, becoming its core participating group. This study focuses on the internal influence mechanism of public welfare motivation on the participation behavior of Generation Z consumers, aiming to reveal how they participate in live streaming for agricultural assistance through the driving forces of value identification, identity construction, trust building, and psychological empowerment. At the same time, the study identifies risk challenges such as motivation ambiguity, information authenticity, and long-term participation, and proposes corresponding countermeasures and suggestions. The research results provide theoretical insights into understanding the public welfare participation behavior of Generation Z consumers and offer theoretical references for the sustainable development of live streaming for agricultural assistance.