农民电商直播的参与困境与优化策略——基于行动者网络理论的解释

Dilemmas and Strategies in Farmers’ Participation in E-Commerce Live Streaming—An Explanation Based on Actor-Network Theory

摘要: 2016年，电商直播作为一种新兴的营销模式诞生，此后直播购物逐渐成为一种潮流趋势，吸引不同年龄、性别、区域的上亿网民纷纷参与其中。这种不限时间地点、高互动性与低成本的营销模式，给农民群体拓展了农产品的销路，增加了农民收入的渠道与可能性。但是，因农民自身数字素养不足，电商直播过程中还面临着技术缺位与设施落后、创新不足与服务不周、培训缺乏与增收两极分化等现实困境。本文引入行动者网络理论，构建了农民电商直播的行动者网络治理策略框架，搭建人类行动者与非人类行动者的互动网络。基于行动者网络理论的解释，建议从构建多维激励利益共享格局、打造功能互补的协同运营共同体、建立保障网络稳定的长效治理联盟三方面优化，全面提升农民电商直播的增收效应。

Abstract: In 2016, e-commerce live streaming emerged as a novel marketing model, subsequently evolving into a popular trend that attracted hundreds of millions of internet users across different ages, genders, and regions. This marketing approach, characterized by its flexibility in time and location, high interactivity, and low cost, has opened up new sales channels for agricultural products, thereby creating additional income opportunities for farmers. However, due to farmers’ generally low digital literacy, several practical challenges persist in the process of e-commerce live streaming, including technological gaps and infrastructure deficiencies, lack of innovation and inadequate services, as well as insufficient training and polarized income distribution. This paper introduces Actor-Network Theory (ANT) to construct a governance strategy framework for the farmer e-commerce live streaming network, establishing an interactive network between human and non-human actors. Based on the theoretical insights of ANT, recommendations are proposed from three perspectives: building a multi-dimensional incentive and benefit-sharing mechanism, creating a synergistic operational community with complementary functions, and establishing a long-term governance alliance to ensure network stability. These measures aim to comprehensively enhance the income-increasing effects of farmer e-commerce live streaming.