Research on the Mechanism of Value Co-creation of Helping Farmers Live Streaming Under the Rural Revitalization Strategy——An empirical research based on consumer perspective
In the context of digital media,the"Live Streaming + E-commerce"live streaming mode to help farmers has shortened the spatial circulation distance between urban and rural areas,effectively consolidating the achievements of poverty alleviation and supporting the Rural Revitalization Strategy.From the perspective of consumers,this study demonstrates the two realization paths of rational and perceptual realization of the value co-creation of helping farmers live streaming.The re-sults showed that helping farmers live streaming government support,logistics support,and platform support positively affects consumers'cognitive social identity and affect consumers'participation behavior and citizenship behavior;The vividness,au-thenticity,and interactivity of helping farmers live streaming positively affect consumers'emotional and social identity and af-fect consumers'participation behavior;while participation behavior can also affect citizen behavior.It can be seen that the two paths have jointly influenced consumer value co-creation behavior and become effective means to assist the development of helping farmers live streaming.Based on this,the helping farmers live streaming model should strengthen the guidance of inter-nal and external factors and realize consumers'value co-creation behavior from a dual path of sensibility and rationality.
rural revitalization strategyhelping farmers live streamingsocial identityvalue co-creation
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