本文旨在研究电商助农背景下，农户如何在不同类型的主播团队中进行合作选择，并讨论助农宣传所带来的溢出效应，会对农户的利润、消费者的效用以及社会总福利产生何种影响，并讨论哪一种直播助农方式能够达到更好的助农效果。研究发现：第一，消费者感知价值提升度的增加有利于农户及网红团队利润的提升，而麻烦成本的负面影响不利于供应链双方利润的提升；进行助农宣传时，溢出效应的存在提升了农户利润及社会总福利，且助农宣传力度越大，溢出效应越高，农户利润及社会总福利越大。第二，麻烦成本与粉丝占比对农户选择合作对象的影响不大，农户总是偏向于选择与进行助农宣传的网红合作；感知价值的提高降低了农户能接受的最小溢出效应阈值，且感知价值越高，农户越倾向于选择与进行助农宣传的网红合作。

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.