直播助农在乡村振兴中的多维作用研究——以电商直播为核心视角

Research on the Multi-Dimensional Role of Live-Streaming in Supporting Agriculture within Rural Revitalization—From the Core Perspective of E-Commerce Live-Streaming

摘要: 在数字经济与乡村发展深度融合的背景下，电商直播已从单一销售渠道升级为乡村经济生态的重要推动力量。本文以电商直播为研究主体，从产业赋能、就业重构、信任构建三个维度，系统剖析电商直播在助农实践中的多维作用。结合抖音、快手等平台的实践数据与典型案例，揭示电商直播对农业生产模式、乡村就业结构及城乡消费关系的重塑效应，并提出优化发展的路径建议。研究表明，电商直播通过“农产品 + 主播”的创新逻辑，正在构建可持续的乡村数字经济发展生态，为电子商务与农业农村的深度融合提供了实践范式。

Abstract: Against the backdrop of the deep integration of the digital economy and rural development, e-commerce live-streaming has evolved from a single sales channel into a key driver of the rural economic ecosystem. Taking e-commerce live-streaming as the main research object, this paper systematically analyzes its multi-dimensional role in agriculture-supporting practices from three dimensions: industrial empowerment, employment restructuring, and trust building. By integrating practical data and typical cases from platforms such as Douyin and Kuaishou, the study reveals how e-commerce live-streaming reshapes agricultural production models, rural employment structures, and urban-rural consumption relations, and proposes pathways for optimized development. The research shows that, through the innovative logic of “agricultural products + streamers”, e-commerce live-streaming is constructing a sustainable ecosystem for rural digital-economic development, offering a practical paradigm for the deep integration of e-commerce with agriculture and rural areas.