“网红+电商”销售模式助农增收的实证研究

The empirical study of“web celebrity and e-commerce”sales model to increase farmer’s income

2020年是脱贫攻坚之年,“网红+电商”模式为解决农产品“卖难”问题提供新思路,成为助农增收新渠道,数据化这一模式对助农增收的影响为后续研究提供基础。研究发现,粉丝数、直播地区宏观指标和是否东部等逻辑变量对农产品销售额有显著的影响,而年龄、性别、专业主播、只卖农产品、是否中部对销售额的影响不显著。

2020 is the year of poverty alleviation,“web celebrity and e-commerce”sales model has provided new ideas to solve the problem of agricultural products“difficult to sell”,became a new channel to help farmers increase income,data-base this model on the impact of agricultural income to provide a basis for follow-up research.The study found that logical variables such as fan number,macro index of live broadcast area and whether or not east had a significant impact on agricultural product sales,while age,gender,professional anchor,selling agricultural products only,and whether midland had no significant impact on sales.