乡村振兴背景下农产品直播电商的消费者信任机制与发展策略研究——以东方甄选为例

Research on Consumer Trust Mechanism and Development Strategies of Agricultural Products Live-Streaming E-Commerce under the Background of Rural Revitalization—A Case Study of EAST BUY

摘要: 本文以东方甄选为案例，系统考察新农人直播助农的实践逻辑、策略成效与优化路径。研究发现，东方甄选通过产地溯源直播、自营产品与用户共创、新农人培育三重策略协同发力，有效带动了农产品销售增长与区域品牌升级，2025财年上半年自营业务营收20亿元，同比增长18.1%，并在多地形成显著品牌溢价。然而，实践中仍存在产品质量参差不齐、政府监管与政策支持不完善、受众群体相对单一、物流基础设施滞后等突出问题。基于消费者信任视角，本文提出构建量化质量标准框架、强化政府监管与服务职能、提升品牌知名度并开发年轻消费群体、加快冷链物流与售后保障体系建设等系统性对策。研究认为，直播助农要实现从“流量红利”向“品质红利”的转型，必须将前端内容创新与后端供应链韧性紧密结合，东方甄选的实践为乡村振兴战略在数字商业领域的落地提供了重要参照。

Abstract: This paper takes EAST BUY as a case study to systematically examine the practical logic, strategic effectiveness, and optimization pathways of new farmers’ live-streaming assistance for agricultural products. The findings indicate that EAST BUY has effectively boosted agricultural sales and regional brand upgrading through three synergistic strategies—origin traceability live-streaming, private-label product development with user co-creation, and new farmer training. In the first half of fiscal year 2025, its private-label business generated RMB 2 billion in revenue, a year-on-year increase of 18.1%, with notable brand premiums established in multiple regions. However, persistent challenges include uneven product quality, insufficient government regulation and policy support, a relatively narrow consumer base, and inadequate logistics infrastructure. From the perspective of consumer trust, this paper proposes systematic countermeasures: establishing quantitative quality standards, strengthening government oversight and service functions, enhancing brand awareness to attract younger consumers, and accelerating the development of cold-chain logistics and after-sales service systems. The study concludes that transitioning from “traffic-driven” to “quality-driven” growth requires tight integration of front-end content innovation with back-end supply chain resilience. The practice of EAST BUY offers valuable references for implementing the rural revitalization strategy in the digital commerce domain.