Author(s)

Nianhao Xu ¹, Juan Wu ¹

Affiliation(s)

¹ College of Digital Commerc and Live Broadcasting, Anhui Lvhai Vocational College of Business, Hefei, Anhui, China

Corresponding Author

Nianhao Xu

ABSTRACT

As live broadcasting of agricultural products has gradually become a way to promote rural revitalization and increase farmers' income, the rural economy faces problems such as unstable income, lack of employment opportunities, narrow sales channels and weak logistics infrastructure that need to be addressed. This paper explores the impact of live broadcasting on rural development, especially in terms of increasing farmers' income, creating employment opportunities, promoting agricultural product sales and optimizing logistics efficiency. The research method adopts comparative analysis, selects multiple representative rural areas, divides different groups, and collects and compares the changes of farmers' income, employment, sales and logistics in each group. The results show that live broadcasting has significantly increased farmers' income, with an average increase of 1,864.8 yuan in farmers' income, and the income of all interviewed farmers has increased to varying degrees; in terms of employment, rural areas have added an average of 13 jobs through participation in live broadcasting, mainly concentrated in the fields of live broadcasting assistance and warehouse management. By improving distribution efficiency and optimizing warehouse management, the platform has successfully reduced the logistics cost of each order by 4.25 yuan, thereby effectively improving the circulation efficiency of commodities. Live broadcasting has also promoted the branding and marketization of agricultural products and broadened sales channels. Live streaming has a significant effect in solving rural development problems and has injected new impetus into the sustainable development of rural areas.

KEYWORDS

New Media, E-Commerce Live Streaming, Agricultural Product Promotion, Rural Economic Development

CITE THIS PAPER

Nianhao Xu, Juan Wu, Analysis of the Idea of Promoting Rural Economic Development through Live Broadcast of E-Commerce Selling Agricultural Products Based on New Media Perspective. Agricultural & Forestry Economics and Management (2025) Vol. 8: 1-8. DOI: http://dx.doi.org/10.23977/agrfem.2025.080101.

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