The Impact of E-Commerce Live Broadcasting on Agriculture Under the Key Opinion Leader --Taking "Become a Farmer" as an Example

At present, in the context of rural revitalization, e-commerce live streaming has become an important model for promoting rural economic development and increasing farmers' income in China. However, there are still shortcomings in selecting suitable anchors to promote agricultural products in the current context. This article takes the agricultural variety show "Become a Farmer" as the research object to explore the dissemination and influence of opinion leaders (KOLs) in the process of e-commerce live streaming to assist agriculture. This article analyzes through a questionnaire survey that the three-dimensional characteristics of opinion leaders have a direct impact on e-commerce live streaming. Based on this, this article proposes that KOLs should further strengthen their brand responsibility awareness, their own commercial value, and their interaction with consumers, and pay attention to the deep integration with local cultural characteristics, fully leveraging the advantages of opinion leaders in e-commerce live streaming to assist agriculture, thereby promoting the sustainable development of agricultural assistance models.