县级官员直播带货:动因、风险与展望

County-level Officials’ Live Streaming of Goods: Motivation, Risk and Prospect

县级官员直播带货,宣传代言本地农副产品与文旅资源,对推动当地脱贫攻坚和经济发展具有重要意义。县级官员直播带货作为助力乡村振兴的新探索,是地方政府积极转变治理思维与服务意识,善用新载体和新技术精准发力的政府治理创新之举。围绕行为逻辑、风险控制、可持续性等维度探讨县级官员直播带货现象,阐述县级政府官员直播带货的行为动力、创新风险、行为可持续性等关键问题,讨论和总结推动县级官员直播带货的未来发展方向。

County-level officials use platforms to carry out livestreaming of goods to publicize local agricultural and sideline products and cultural and tourism resources,which is of great significance to local poverty alleviation and economic development.As a new exploration to help rural revitalization,county-level officials’live streaming of goods is an innovative governance move by local governments to actively change their governance thinking and service consciousness,and make good use of new carriers and new technologies to exert their power accurately.The phenomenon of county-level government officials’live-streaming of goods from the dimensions of behavioral logic,innovation risk and sustainability are discussed to expound the key issues such as behavioral motivation,innovation risk and behavioral sustainability of county-level officials’livestreaming of goods.The possible development direction of promoting county-level officials’livestreaming of goods is summarized.