直播平台的出现萌发了网红直播带货这一新颖销售渠道。农户与网红合作销售农产品，面临转销或代销选择问题。据此，该研究运用博弈论方法探讨了农户在直播渠道下的最优销售模式选择问题。结果显示：（1）在转销与代销模式下，农户与网红利润均随感知价值提升度同向变化，但溢出效应的作用存在差异，并在代销模式中表现更为明显。（2）与农户单独直播相比，农户+网红联合直播一般可以提高农户利润，并与感知价值提升度、溢出效应相关。当溢出效应较大时，若感知价值提升度较低，代销模式下农户+网红联合直播不能增加农户利润，在剩余情况下，无论转销或者代销模式，农户+网红联合直播均可以提高农户利润。（3）转销模式一般优于代销模式。存在佣金比例阈值，当佣金比例小于阈值时，若感知价值提升度较大，溢出效应较小，则代销模式是最优选择，反之，转销模式是最优选择；当佣金比例大于阈值时，转销模式始终是最优选择。

The advent of live streaming platforms has germinated a new sales channel of Internet celebrity live streaming commerce. Accordingly, this study uses the game theory method to explore the problem of farmers' best sales model selection in the live streaming channel. The results demonstrate that (1) In reselling and agency selling models, the profits of Internet celebrity and farmer change in the same direction as perceived value enhancement degree, but the roles of spillover effect differ, especially in agency selling model. (2) Compared to individual farmer live streaming, farmer-Internet celebrity joint live streaming generally increases farmers' profit, related to perceived value enhancement degree and spillover effect. When spillover effect is large: if perceived value enhancement degree is low, farmer-Internet celebrity joint live streaming will not increase farmers' profit, in remaining cases, farmer-Internet celebrity joint live streaming will increase farmers' profit in reselling and agency selling models. (3) Reselling model is better than agency selling model. There exists a threshold. When commission rate is less than threshold: if perceived value enhancement degree is large, spillover effect is low, reselling model will be the best choice, on the contrary, agency selling will be the best choice. When commission rate is greater than threshold, reselling model is the best choice.