Study on the Models and Pathways of Live-Streaming E-Commerce Empowering Farmers’ Income Growth in the Context of Rural Revitalization

在乡村振兴战略背景下，直播电商作为一种新兴的数字经济形态，为促进农民增收提供了新路径并注入了新动能。本文以农产品直播电商的典型模式为切入点，分析直播电商的发展现状，并探讨直播电商赋能农民增收的路径机制。研究发现，直播电商通过降低交易成本、提升消费体验和增加社会资本等路径，有效促进了农民收入增长。最后，提出了深化电商人才培养、提高农产品质量、推动直播场景创新等建议，以期实现农产品直播电商过程中“人–货–场”三要素的可持续发展，为促进乡村经济发展、全面推进乡村振兴贡献力量。Under the backdrop of the rural revitalization strategy, live-streaming e-commerce, as an emerging form of the digital economy, provides a new pathway and injects fresh momentum for increasing farmers’ income. This paper takes the typical models of agricultural product live-streaming e-commerce as a starting point, analyzes the current development status of live-streaming e-commerce, and explores the mechanisms through which it empowers farmers to boost their income. The study finds that e-commerce live-streaming effectively promotes farmers’ income growth by reducing transaction costs, enhancing consumer experiences, and strengthening social capital. Finally, recommendations are proposed, including deepening e-commerce talent cultivation, improving agricultural product quality, and fostering innovation in live-streaming scenarios, aiming to achieve the sustainable development of the three elements of the “people-goods-scene” in the process of agricultural live-streaming e-commerce. These measures are expected to contribute to rural economic development and advance the comprehensive implementation of the rural revitalization strategy.