政府官员直播带货行为可持续性影响因素研究——基于25个案例的模糊集定性比较分析  

The sustainable influencing factors of government officials'livestreaming marketing:a fuzzy-set qualitative comparative analysis of 25 cases

作　　者：苏忠林[1,2] 邓明磊 SU Zhonglin;DENG Minglei(School of Public Administration,Zhongnan University of Economics and Law,Wuhan 430073,China;School of Business Administration,China University of Petroleum-Beijing at Karamay,Karamay 834000,China)

机构地区：[1]中南财经政法大学公共管理学院,湖北武汉430073 [2]中国石油大学(北京)克拉玛依校区工商管理学院,新疆克拉玛依834000

出　　处：《海南大学学报（人文社会科学版）》2024年第1期65-75,共11页Journal of Hainan University （Humanities & Social Sciences）

基　　金：教育部人文社科基金项目(20YJA810001);中国石油大学(北京)克拉玛依校区引进人才科研启动项目(XQZQ20220011)。

摘　　要：政府官员直播带货是官员在贫困治理与乡村振兴的现实探索中产生的一种政府创新行为。已有研究较少关注这一创新行为的可持续性问题。本文通过构建“个体-组织-环境”分析框架,运用模糊集定性比较分析方法,对25个县长直播带货的可持续性进行组态分析。研究结果表明,领导重视和贫困县任职是构成官员直播带货可持续性的必要条件。推动政府官员直播带货的可持续路径有4种,具体可归纳为环境-能力-情感推动型、政绩-压力驱动型、政绩-环境推动型、组织-环境支持型。社会群众支持是官员直播带货可持续的重要条件,职务变动并不一定导致政府官员终止其直播带货行为。文章丰富了地方政府创新的理论,更聚焦于讲好中国治理故事,对地方政府官员直播带货现象进行了解释和探讨。Government officials'livestreaming marketing is a kind of government innovation behavior in the realistic exploration of poverty management and rural revitalization.Less attention has been paid to the sustainability of this innovative behavior.In this paper,an"individual-organization-environment"framework is constructed to conduct the configuration analysis of the sustainability of 25 county heads'livestreaming according to the fuzzy-set qualitative comparative analysis(fsQCA).The results show that the leadership's attention,along with taking office in poor counties,is the necessary conditions for the sustainability of government officials'livestreaming.There are 4 sustainable paths to promote government officials'livestreaming marketing,which can be summarized as the path driven by environment,ability,and emotion,the path motivated by performance and pressure,the path driven by performance and environment,and the path supported by organization environment.Public support is an important condition for the sustainability of government officials'livestreaming marketing.The change of position does not necessarily lead to the termination of officials'livestreaming.While enriching the theories of local government innovation,current research focuses on telling China's good governance stories well,and expounds the phenomenon of local government officials'livestreaming marketing.

关 键 词：政府官员 直播带货 可持续性 

分 类 号：D035[政治法律—政治学]