关 键 词 ：直播助农，消费者感知，溢出效应学科分类：管理学--企业管理
This article aims to study how farmers can collaborate and choose among different types of anchor teams in the context of e-commerce for agricultural assistance, and to discuss the spillover effects of agricultural promotion, which will have an impact on farmers' profits, consumer utility, and overall social welfare. It also discusses which live streaming agricultural assistance method can achieve better agricultural assistance effects. Research has found that: firstly, an increase in consumer perceived value is beneficial for the improvement of profits for farmers and online celebrity teams, while the negative impact of troublesome costs is not conducive to the improvement of profits for both sides of the supply chain; When promoting agricultural assistance, the existence of spillover effects enhances farmers' profits and overall social welfare. The greater the intensity of agricultural assistance promotion, the higher the spillover effect, and the greater the profits and overall social welfare of farmers. Secondly, the cost of trouble and the proportion of fans have little impact on farmers' choice of cooperation partners. Farmers always tend to choose and collaborate with online celebrities for agricultural promotion; The increase in perceived value reduces the minimum spillover effect threshold that farmers can accept, and the higher the perceived value, the more likely farmers are to choose to cooperate with internet celebrities for agricultural promotion.