4I理论视角下农产品电商直播发展路径研究——以洛阳市L县为例
4I Research on the Development Path of Agricultural Products E-Commerce Live Broadcasting from the Perspective of Theory—Taking L County of Luoyang City as an Example

随着互联网时代的迅速发展，农产品销售有了新的发展机遇——农产品直播。农产品直播电商的发展使得农产品扩展了流通销路，提高了农产品的经济价值，但是新的发展机遇总是会伴随着挑战，本文基于4I理论(趣味性、利益性、互动性、个性化)，以河南省洛阳市L县农产品电商直播为研究对象，探讨其发展现状、存在问题及优化路径。通过案例分析、实地调研和数据分析发现，L县在直播电商发展中存在内容同质化，缺乏创新性；难以满足消费者精神需求；与消费者互动不足以及农产品的差异化有待提升等问题。结合4I理论提出了强化内容创意，增强趣味性；挖掘消费者深层次心理需求；构建互动场景，营造参与氛围以及精准定位消费群体等策略，为县域农产品直播电商转型升级提供了坚实的理论参考与实践启示。
With the rapid development of the Internet era, agricultural products sales have a new development opportunity—agricultural products live broadcast. The development of agricultural products live electricity extended agricultural circulation market, improve the economic value of agricultural products, but the new development opportunities is always accompanied by challenges, this paper is based on 4I theory (interest, interest, interactive, personalized), in Luoyang in Henan province L county agricultural products electricity live as the research object, discusses the development status, existing problems and optimization path. Through case analysis, field research and data analysis, it is found that L County has homogenization in content and lack of innovation in the development of live streaming e-commerce; it is difficult to meet the spiritual needs of consumers; insufficient interaction with consumers and the differentiation of agricultural products needs to be improved. Combined with 4I theory, the paper proposes strengthening the content creativity, enhancing the interest, exploring the deep psychological needs of consumers, constructing interactive scenes, creating the participation atmosphere and accurately positioning consumer groups, and providing solid theoretical reference and practical enlightenment for the transformation and upgrading of county agricultural products live streaming e-commerce.