农村网络直播对农户收入的影响、机制与策略

Research on the Impact, Mechanism and Strategy of Rural Network Live Broadcast on Farmers' Income

摘要:

在数字技术对农村经济和社会发展的影响下,网络直播已成为助力乡村振兴,促进农民致富的新引擎。本文基于四川省 924 户农户调研,运用 2SLS 与 LIML 方法对网络直播对农户收入的影响进行研究。结果表明,农村网络直播能够有效提升农民收入,从收入结构的角度进一步考察,发现网络直播通过提供就业、创业机会、促进土地流转来增加农户工资收入、财产性收入与经营性收入。另外,本文还考察了直播内容及直播主体的差异化影响。从直播内容来看,直播带货可以有效提高农民收入,而文化娱乐直播对农户收入的影响则相对有限。从直播主体来看,网红明星强化了直播带货与文化娱乐直播对农户收入的影响,政府官员在直播带货中对农户收入的强化作用明显,普通农户则更为依赖自身资源与社群网络。随着村庄网络直播规模的扩大,农户直播的收入呈上升趋势。据此,应增强农村直播带货基础设施建设和支持,推动直播带货与本地产业深度融合,差异化支持直播主体的参与,推广成功的直播带货模式。

Abstract:

Influenced by digital technology's impact on rural economic and social development, live streaming has emerged as a novel driver for rural revitalization and farmer income growth. Using data from a survey of 924 rural households in Sichuan Province, 2SLS and LIML methods were applied to analyze the effects of live streaming on household income. Empirical results indicate that rural live streaming significantly increases farmer income. Further examination of income composition reveals that live streaming enhances wage, property, and operational income through employment creation, entrepreneurship opportunities, and land transfer facilitation. Differential effects are observed across content types and participant categories. Specifically, e-commerce livestreams demonstrate strong income-positive outcomes, while cultural-entertainment livestreams show limited effects. Regarding participant types, internet celebrities amplify income impacts in both e-commerce and cultural-entertainment formats. Government officials significantly enhance income effects in e-commerce livestreams, whereas ordinary farmers rely more on personal resources and community networks. Income gains from livestreaming increase with village-level adoption scale. Policy recommendations include strengthening rural e-commerce infrastructure, promoting integration with local industries, implementing differentiated support for participant categories, and replicating successful livestreaming models.