“农产品+直播”对农民生产积极性的影响研究--以麻阳冰糖橙产业为例  

Research on the Impact of“Agricultural Products+Live Broadcasting”on Farmers’Production Enthusiasm:A Case Study of Mayang Bingtang Orange Industry

作　　者：罗芬[1] 成力 LUO Fen;CHENG Li(Tourism College,Central South University of Forestry and Technology,Changsha 410004,Hunan,China)

机构地区：[1]中南林业科技大学旅游学院,湖南长沙410004

出　　处：《中南林业科技大学学报（社会科学版）》2022年第3期63-69,共7页Journal of Central South University of Forestry & Technology（Social Sciences）

基　　金：国家社科基金项目“新时代乡村旅游企业家精神演进机理与培育机制研究”(21BGL154);教育部新文科研究与改革实践项目“面向乡村振兴文旅产业链人才需求的政产学研协同育人机制创新与实践”(2021090068);湖南省哲学社会科学基金“湖南旅游企业家精神研究”(19YBA377);湖南省科技特派员服务乡村振兴项目“乡村研学旅游品质提升关键技术与示范”(2021NK4274)。

摘　　要：“农产品+直播”作为网络直播带货众多形式中的一种,对农业产业发展特别是对农产品的销售产生了重大的影响,越来越多的农产品通过“农产品+直播”的形式被直接从产地销往到消费者的手中。麻阳素有“中国冰糖橙之都”之称,是全国最大的冰糖橙产区,麻阳冰糖橙产业是全县农村居民主要的经济来源。以麻阳冰糖橙产业为例,在现有的研究基础上,设计建立“农产品+直播”对农民生产积极性影响的路径模型,通过对麻阳冰糖橙主产区域进行实地调研来获取研究数据,并借助SPSSAU软件进行数据处理,分析“农产品+直播”对农民生产积极性的影响。结果表明:“农产品+直播”对农民生产积极性的影响是正向的,具体的影响关系表现及强弱排序为:“农产品+直播”提高经济收入>“农产品+直播”提升个人自身素质投入>“农产品+直播”增加农业生产的农资投入>“农产品+直播”增加农业生产的劳动力投入>“农产品+直播”助推提高农产品知名度。因此,针对当前麻阳县“农产品+直播”发展面临的困难,提出要加强“农产品+直播”人才培训,培育高素质电商人才等措施,以推动麻阳“农产品+直播”的可持续快速发展,促进麻阳冰糖橙产业高质量发展。“Agricultural products+live broadcast”,as one of the many forms of online live broadcast,has a significant impact on the development of the agricultural industry,especially on the sales of agricultural products.The place of origin is sold to consumers.Mayang is known as“China’s Bingtang Orange Capital”and is the largest Bingtang orange producing area in the country.The Mayang Bingtang orange industry is the main source of income for rural residents in the county.In this paper,taking Mayang Bingtang orange industry as an example,on the basis of the existing research,a path model of the influence of“agricultural products+live broadcast”on farmers’production enthusiasm is designed and established,and the research data is obtained through field research on the main production areas of Mayang Bingtang orange,and used SPSSAU software for data processing to analyze the impact of“agricultural products+live broadcast”on farmers’enthusiasm for production.The results show that the impact of“agricultural products+live broadcasting”on farmers’production enthusiasm is positive,and the specific impact relationship performance and the order of strength are:“agricultural products+live broadcasting”improves economic income(0.246**)>”agricultural products+live broadcasting”improves personal Self-quality input(0.238**)>“Agricultural products+live broadcasting”increases the input of agricultural inputs in agricultural production(0.208**)>“Agricultural products+live broadcasting”increases labor input in agricultural production(0.154**)>”Agricultural products+live broadcast”helps Push to raise the visibility of agricultural products(0.149**).In view of the current difficulties in the development of“agricultural products+live broadcasting”in Mayang county,it is proposed to strengthen the training of“agricultural products+live broadcasting”talents and cultivate high-quality e-commerce talents to promote the sustainable and rapid development of“agricultural products+live broadcasti

关 键 词：“农产品+直播” 农民生产积极性 冰糖橙产业 麻阳 

分 类 号：F205[经济管理—国民经济]