摘要 : 在乡村振兴背景下,农产品直播电商既有助于解决农产品滞销问题,提高农民收入,也有助于乡村产业振兴、文化振兴与人才振兴。本文运用CiteSpace信息可视化软件,对2016~2024年中国知网数据库检索出的618篇农产品直播电商领域相关文献进行研究现状和热点分... 展开 在乡村振兴背景下,农产品直播电商既有助于解决农产品滞销问题,提高农民收入,也有助于乡村产业振兴、文化振兴与人才振兴。本文运用CiteSpace信息可视化软件,对2016~2024年中国知网数据库检索出的618篇农产品直播电商领域相关文献进行研究现状和热点分析。研究表明:农产品直播电商研究受到相关学者的高度关注,但是来源期刊较为分散,尚未形成核心作者群,研究作者和研究机构之间尚未形成密切合作关系;当前该领域的主要研究热点集中于直播电商对农产品销售的促进、农产品直播电商如何助力乡村振兴、农产品直播电商中消费者的购买意愿和农产品直播电商面临的问题及解决路径。In the context of rural revitalization, live e-commerce of agricultural products not only helps to solve the problem of unsalable agricultural products and improve farmers’ income, but also helps to revitalize rural industry, culture and talent. In this paper, CiteSpace software was used to analyze the research status and hotspots of 618 articles related to live agricultural products e-commerce retrieved from CNKI database from 2016 to 2024. The research shows that: The research on live e-commerce of agricultural products has been highly concerned by relevant scholars, but the source journals are scattered, the core authors have not yet formed, and the close cooperation between research authors and research institutions has not yet formed. At present, the main research hotspots in this field focus on the promotion of livestream e-commerce to agricultural product sales, how livestream e-commerce of agricultural products helps rural revitalization, consumers’ purchase intention in livestream e-commerce of agricultural products, and the problems and solutions faced by livestream e-commerce of agricultural products. 收起