创业活力与数字金融双重驱动下直播电商赋能农村振兴的路径研究

Research on the Pathways of Livestreaming E-Commerce Empowering Rural Revitalization Driven by Entrepreneurial Vitality and Digital Finance

摘要: 数字技术驱动下的乡村产业转型已成为乡村振兴战略实施的关键议题。本研究聚焦于创业活力与数字金融协同驱动下直播电商赋能乡村发展的内在机理与系统路径。通过构建“双轮驱动、机制嵌入与生态构建”理论框架，剖析直播电商在重构农产品价值链、激活乡村资源与促进包容性增长中的多维作用。研究发现，创业活力与数字金融之间形成正向增强的“飞轮效应”，其协同程度直接影响直播电商从渠道创新向乡村产业生态演化的深度与可持续性。在此基础上，本文从主体培育、金融协同、服务集成与治理创新等方面提出系统性推进路径，为数字经济时代乡村振兴的政策设计与实践推进提供理论参照与实践指引。

Abstract: The transformation of rural industries driven by digital technology has become a critical issue in the implementation of the rural revitalization strategy. This study focuses on the intrinsic mechanisms and systematic pathways through which livestreaming e-commerce empowers rural development, driven by the synergy of entrepreneurial vitality and digital finance. By constructing a theoretical framework of “dual-wheel drive, mechanism embedding, and ecosystem building”, it analyzes the multidimensional role of livestreaming e-commerce in restructuring the agricultural value chain, activating rural resources, and promoting inclusive growth. The research finds that a positive “flywheel effect” forms between entrepreneurial vitality and digital finance, with the degree of their synergy directly influencing the depth and sustainability of the evolution of livestreaming e-commerce—from channel innovation to the formation of a rural industrial ecosystem. Building on this, the paper proposes systematic advancement pathways concerning actor cultivation, financial synergy, service integration, and governance innovation, offering theoretical references and practical guidance for policy design and implementation for rural revitalization in the digital economy era.