| 362 | 0 | 548 |
| 下载次数 | 被引频次 | 阅读次数 |
基于768位农户的调研数据,采用有序Logistic模型、Bootstrap中介检验方法和层次回归等检验模型,分析短视频营销对农户增收的影响,并解释其作用机制和边界条件。研究发现:(1)短视频营销对农户具有显著的增收效应,且进一步采用条件混合估计等方法解决内生性和其他统计性偏误后,上述效应仍稳健。(2)异质性分析发现,短视频营销对年轻、种植规模大和购买农业保险的农户增收效应更强烈。(3)农户的资源拼凑以及短视频营造的感知可信度在短视频营销的增收效应中发挥中介作用,且总体间接效应大于直接效应。(4)在上述主效应发挥作用过程中,农户的数字素养起到了调节作用。据此,建议政府发挥支持和引导作用,完善信息服务体系,组织相关培训和教学加强对农户短视频内容创作的引导,同时鼓励农户进行资源拼凑,并构建农户综合性数字素养培训体系。
Abstract：Utilizing survey data from 768 rural households,this study employs Ordered Logistic regression models,Bootstrap mediation tests,and hierarchical regression analyses to examine the impact of short video marketing on farmers' income enhancement,elucidating its underlying mechanisms and boundary conditions.The findings reveal:(1)Short video marketing exerts a significant positive effect on farmers' income.This effect remains robust even after addressing potential endogeneity and other statistical biases using conditional mixed estimation methods.(2)Heterogeneity analysis indicates that the income—enhancing effect of short video marketing is more pronounced among younger farmers,those with larger planting scales,and those who purchase agricultural insurance.(3)Farmers' resource bricolage and the perceived credibility cultivated by short videos serve as mediating mechanisms in the income—enhancing effect of short video marketing,with the overall indirect effects outweighing the direct effect.(4)During the process through which the aforementioned main effects are realized,farmers' digital literacy plays a moderating role.Based on these findings,it is recommended that the government play a supportive and guiding role by improving information service systems,organizing relevant training and education,and strengthening guidance on the content creation of farmers' short videos.Concurrently,encouraging farmers to engage in resource bricolage and establishing a comprehensive digital literacy training system for farmers are also proposed.
[1]陆琪.中国农村消费行为影响因素的实证研究[J].宏观经济研究，2022(1):115-129.
[2]杜语，廖予熙.润物细无声：短视频会刺激城乡居民消费吗?[J].华东经济管理，2025,39(8):27-37.
[3]刘根荣.以平台经济建设推动农产品流通业高质量发展[J].经济研究参考，2019(10):71-77.
[4]于浩，王玉，李柳笛，等.农户参与电子商务的增收效应研究：:基于内生转换模型的实证分析[J].世界农业，2021(12):40-48,127-128.
[5]何宇鹏，武舜臣.连接就是赋能：小农户与现代农业衔接的实践与思考[J].中国农村经济，2019(6):28-37.
[6]邵占鹏.规则与资本的逻辑：淘宝村中农民网店的型塑机制[J].西北农林科技大学学报(社会科学版),2017,17(4):74-82.
[7]王永贵，肖海舰，洪心如.视频营销研究的整合框架与未来展望[J].西安交通大学学报(社会科学版),2024,44(5):39-50.
[8]钟钰，甘林针，王芹，等.数字经济赋能乡村振兴的特点、难点及进路[J].新疆师范大学学报(哲学社会科学版),2023,44(3):105-115.
[9]王慧.短视频与直播赋能乡村振兴的内在逻辑与路径分析[J].社会科学家，2021(10):105-110.
[10]王文青，乔立娟，王建忠.短视频运营对农户特色农产品种植收入的影响[J].西北农林科技大学学报(社会科学版),2024,24(2):151-160.
[11]刘迪，罗小锋.短视频App对农户绿色防控技术采纳的影响[J].资源科学，2022,44(9):1879-1890.
[12]LAER T V,RUYTERR K D,VISCONTI L M,et al.The extended transportation-imagery model:a meta-analysis of the antecedents and consequences of consumers’ narrative transportation [J].Social Science Electronic Publishing,2014,40(5):797-817.
[13]ESCALAS J E.Imagine yourself in the product:mental simulation,narrative transportation,and persuasion [J].Journal of Advertising,2004,33(2):37-48.
[14]KNOBLOCH S,PATZIG G,MENDE A M,et al.Affective news:affects of discourse structure in narratives on suspense,curiosity,and enjoyment while reading news and novels [J].Communication Research,2004,31(3):259-287.
[15]THOMAS V L,GRIGSBY J L.Narrative transportation:a systematic literature review and future research agenda [J].Psychology & Marketing,2024,41(8):1805-1819.
[16]BANERJEE S C,GREENE K.Role of transportation in the persuasion process:cognitive and affective responses to antidrug narratives [J].Journal of Health Communication,2012,17(5):564-581.
[17]DESSART L,PITARDI V.How stories generate consumer engagement:an exploratory study [J].Journal of Business Research,2019,104(6):183-195.
[18]PENROSE E T.The theory of the growth of the firm [M].Oxford:Oxford University Press,1959.
[19]CASSAR M L,CARUANA A,KONIETZNY J.Facts or story?The impact of website content on narrative believability and purchase intention [J].Journal of Marketing Communications,2022,28(6):637-656.
[20]GLASER M,REISINGER H.Don’t lose your product in story translation:how product-story link in narrative advertisements inc [J].Journal of Advertising,2022,51 (2):188-205.
[21]KENT M L.The power of storytelling in public relations:introducing the 20 master plots [J].Public Relations Review,2015,41(4):480-489.
[22]VELLEMAN J D.Narrative explanation [J].Philosophical Review,2003,112(1):1-25.
[23]TELLIS G J,MACINNIS D J,TIRUNILLAI S,et al.What drivesvirality (sharing) of online digital content?The critical role of information,emotion,and brand prominence [J].Journal of Marketing,2019,83(4):1-20.
[24]CAO X,QU Z,LIU Y,et al.How the destination short video affects the customers’ attitude:the role of narrative transportation [J].Journal of Retailing and Consumer Services,2021(160):1-8.
[25]GREEN M C,BORCK T C.The role of transportation in the persuasiveness of public narratives [J].Journal of Personality and Social Psychology,2000,79(5):701-72.
[26]YIN CC,TANG Y C,CHIU H C.Telling an authentic story by aligning with your product type and price [J].Journal of Business Research,2023(161):1-14.
[27]BAKER T,NELSON R E.Creating something from nothing:resource construction through entrepreneurial bricolage [J].Administrative Science Quarterly,2005,50(3):329-366.
[28]SENYARD J,BAKER T,STEFFENS P,et al.Bricolage as a path toinnovativeness for resource-constrained new firms [J].Journal of Product Innovation Management,2014,31(2):211-230.
[29]AN WW,ZHAO X L,CAO Z,et al.How bricolage drives corporate entrepreneurship:the roles of opportunity identification and learning orientation [J].Journal of Product Innovation Management,2018,35(1):49-65.
[30]BEVERLAND M,LUXTON S.The projection of authenticity:managing integrated marketing communications through strategic decoupling [J].Journal of Advertising,2005,34(4):103-116.
[31]AMIN M,RYU K,COBANOGLU C,et al.Determinants of online hotel booking intentions:website quality,social presence,affective commitment,and e-trust [J].Journal of Hospitality Marketing & Management,2021,30(7):1-26.
[32]王影，黄利瑶.移动短视频感知价值对消费者购买意愿影响研究：基于用户参与和态度的中介效应[J].经济与管理，2019,33(5):68-74.
[33]王汉杰.数字素养与农户收入：兼论数字不平等的形成[J].中国农村经济，2024(3):86-106.
[34]顾庆康，林乐芬.信息传递、家庭养老保险与农户农业规模经营参与决策分析：以农户农地股份合作社入股决策为例[J].农业技术经济，2021(3):121-131.
[35]KHANAL A,MISHRA A.Financial performance of small farm business households:the role of internet [J].China Agricultural Economic Review,2016,8(4):553-571.
[36]OBERMILLER C,ERIC S,DOUGLAS L M.The consequence of disbelief [J].Journal of Advertising,2005,34 (3):7-77.
[37]宋晶，陈劲.创业者社会网络、组织合法性与创业企业资源拼凑[J].科学学研究，2019,37(1):86-94.
[38]SHI H,LIU Y,KUMAIL T.Tourism destination brand equity,brand authenticity and revisit intention:the mediating role of tourist satisfaction and the moderating role of destination familiarity [J].Tourism Review,2022,77(3):751-779.
[39]李晓静，陈哲，夏显力.数字素养对农户创业行为的影响：基于空间杜宾模型的分析[J].中南财经政法大学学报，2022(1):123-134.
[40]杨兴杰，齐振宏，杨彩艳.公共农技推广与数字农技服务促进了农户采纳稻虾共作模式吗[J].农业技术经济，2024(6):107-123.
[41]苏岚岚，彭艳玲，周红利.共同富裕背景下农户数字经济参与的收入效应及作用机制[J].中国农村经济，2024,(8):145-165.
[42]ZEGEYE M B,FIKIRE A H,MESHESHA G B.Determinants of multiple agricultural technology adoption:evidence from rural Amhara region,Ethiopia [J].Cogent Economics&Finance,2022,10(1):2058189.
[43]莫家颖，王玉静，黎东升.农产品区域公用品牌的农户增收效应研究：基于浙江省实地调研[J].世界农业，2025(5):69-81.
基本信息:
DOI：10.13856/j.cn11-1097/s.2026.03.010
中图分类号:F274;F323.8;G206
引用信息:
[1]黄绍升,闫春,花磊.农户短视频营销的增收效应研究——基于768位农户的调研数据[J].世界农业,2026,No.563(03):130-144.DOI:10.13856/j.cn11-1097/s.2026.03.010.
基金信息:
教育部人文社会科学研究项目“电商平台互补者面向消极合法性溢出的动态修复机制研究”(24YJC630083); 岭南师范学院高层次人才专项项目“叙事视角下电商企业的合法性修复与绩效实现路径研究”(ZW2538); 2025年度山西省人力资源高质量发展重大专项研究课题“山西省制造业领域数智化人力资源开发利用对策研究”(SXRLZY2025005)
2026-03-10
2026-03-10