王芳,马芳芳,罗婉琳,丁志伟

• 1:河南大学地理与环境学院/区域发展与规划研究中心/黄河中下游数字地理技术教育部重点实验室/环境与规划国家级实验教学示范中心

摘要(Abstract)：

基于抖音直播、抖音视频及抖音用户等数据构建综合评价指标体系，运用熵权-TOPSIS法、位序-规模法、Jenks分类、Kernel密度分析法和地理加权回归等方法，分析河南省县域政府官员直播带货水平的空间差异并解释其影响因素.结果表明：(1)从位序-规模法则看，4个时期的直播带货水平均为非理想的均衡结构，整体离散性较强，头尾两端极化现象严重，中部发育较好.(2)空间格局呈现“中高值区集聚分布，中低值区镶嵌式分布”的空间特征.其中，东南部的光山县和东北部以南乐县、清丰县、范县和濮阳县为小组团的区县呈现出“一高(销量)三低(关注度)”的空间格局，以洛阳市为代表的洛宁县、宜阳县和栾川县呈现出“一低(销量)三高(关注度)”的空间格局.(3)从空间集聚格局看，抖音融媒体的粉丝量呈现出以郑洛开为中心“T字引领，四周跟进”的基本格局，而抖音直播带货宣传视频数量以东南部的光山县、息县和潢川县形成小集聚，其余多为零散分布.(4)从直播模式看，网红参与度高达71%以上，主要呈“四周环绕型”分布.其中，信阳市领导以“直播天团”形式同台为信阳毛尖代言，为促进政企合作和地方品牌宣传提供了信誉保障.(5)从影响因子看，直播内容、路网密度、监管力度、城镇化率、快递点数量、社会销售品零售总额及GDP等组成的经济支撑、交通物流保障为主要影响因素，县域乡村数字化指数亦是重要的驱动因子，而淘宝村数量对直播带货水平提升的支撑性不强.

关键词(KeyWords)： 直播带货;政府官员;抖音;空间差异;河南省

Abstract:

Keywords:

基金项目(Foundation): 国家自然科学基金资助项目(42271213);; 河南省高校科技创新人才支持计划项目(人文社科类：2021-CX-016);; 河南大学研究生教育教学改革研究与实践项目(YJSJG2022XJ028)

作者(Author): 王芳,马芳芳,罗婉琳,丁志伟

DOI: 10.15991/j.cnki.411100.2024.04.001

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