Spatial Differentiation and Influencing Factors of Development Level of Internet Celebrity of Douyin in Rural Areas of China
Based on the quantity,sales and fan numbers of Internet celebrities of Douyin in rural areas of China,this study constructs a comprehensive index of its development level,and analyzes the spatial characteristics and the influencing factors of rural Internet celebrity development of Douyin in China by the means of type classification,kernel density and rank-size law.The results show that:1)From the overall spatial distribution,rural Internet celebrities of Douyin have shown spatial clustering characteristics of"one core area,two sub-core areas,and two nodes".The core area is located at the boundary between Shandong,Henan and Anhui and their adjacent areas,and the two sub-core areas are located in Zhengzhou,Xuchang and the boundary between Lianyungang,Suqian and Xuzhou.In addition,two medium-density core nodes are formed in Chongqing and southern Sichuan.2)From type classification and spatial differences,the high-density agglomeration areas of short video type and non-sales type are located in Chongqing and the Shandong-Henan region centered on Shangqiu.Video sales type is concentrated in Yibin,Lishui and eastern Henan.Live streaming type,sales type,and live streaming sales type of rural Internet celebrities generally align with the overall trend but with an elevated level of hierarchy.3)From the rank-size characteristics,the fitting line deviated from the ideal,it has the small number of the high-level areas which show discrete distribution,it has the large number of medium-level areas which show the characteristic of undifferentiated hierarchies,while low-level areas have obviously gaps.From the various types,live streaming type,sales type and live streaming sales type are consistent with overall trend.Video sales type conforms to the ideal state,while short video type and non-sales type exhibit pronounced polarization and discontinuity.4)In terms of influencing factors,the rise of"grassroots talents"supported by the rural population scale and the loose e-commerce policy environment are the dominant factors that affect the overall development level of rural Internet celebrities of Douyin.The secondary factor is the level of rural economic development,while agricultural technological support plays a general role.However,there are different explanatory power for the development level of each type of rural Internet celebrities of Douyin.
rural internet celebrity of Douyindevelopment levelspatial differentiationrural e-commerce policiese-commerce development level
万方数据
维普
