电商粉丝经济的地理格局及其影响因子探析——以抖音直播带货主播为例

直播带货是在互联网时代快速崛起的新兴电子商务业态,同时也是粉丝经济的表现形式之一,已有文献缺乏从地理学视角对粉丝经济开展研究。论文基于网络空间理论,以抖音带货主播为例,结合电子商务的影响因素及城市舒适性理论构建了影响中国带货主播空间分布的指标体系,运用区位熵、莫兰指数、冷热点分析方法,对中国带货主播的空间集聚特征进行了可视化分析,通过空间回归模型探析了影响带货主播的地理因子。研究表明： ① 带货主播在空间上呈现显著的集聚现象,且高度集中在东部沿海地区,以广州、杭州最为突出;② 以直播带货为例的粉丝经济正在重塑中国原有的城市等级体系,具有娱乐传媒、电商、旅游特色的城市(如长沙、金华、丽江),对带货主播有很强的吸引力,甚至超过部分一线城市;③ 通过空间回归分析发现,电商创业环境、文化旅游对粉丝经济生产者的空间分布具有很强的解释力,生活便利性与自然环境也具有重要影响;相比而言,人力资本影响较小,专利数量甚至对带货主播具有较明显的挤出效应,说明直播带货具有很强的草根性。研究为揭示粉丝经济的空间过程及其影响因素提供了详实的实证案例,为地方政府推进数字经济发展和制定人才引进政策提供了参考依据。

Spatial differentiation and influencing factors of fan economy in China:Taking TikTok livestreaming commerce host as an example

Fan economy is a rapidly emerging business in the Internet era. However, the existing literature lacks research on fan economy from a geographical perspective. Based on the theory of network space, and taking TikTok livestreaming commerce host as an example, combined with the influencing factors of e-commerce and urban amenity theory, this study constructed an index system of influencing factors affecting the spatial distribution of Chinese livestreaming commerce host. Using location quotient, global Moran's I, and cold-hot spot spatial analysis methods, we analyzed the spatial agglomeration characteristics of Chinese livestreaming commerce host, and the geographic factors that affect livestreaming commerce host distribution through spatial regression. The results indicate that: 1) China's fan economy shows a significant spatial agglomeration, and it is highly concentrated in the eastern coastal areas, with Guangzhou and Hangzhou as the most prominent. 2) The digital economy represented by livestreaming is reshaping China's original city tier systems. Cities with entertainment media, e-commerce, and characteristic tourism (such as Changsha, Jinhua, and Lijiang), are very attractive to livestreaming commerce hosts, even more than some first-tier cities (such as Beijing and Shanghai). 3) Through spatial regression analysis, it is found that the environment for e-commerce startups and cultural tourism have a strong explanatory power for the spatial distribution of livestreaming commerce hosts. The convenience of living and the natural environment also have an important impact, and the impact of human capital is small. At the same time, the number of patents has a significant crowding out effect on livestreaming commerce hosts, and livestreaming commerce has a strong grassroots nature. This research provides detailed empirical cases for in-depth understanding of the spatial process of fan economy and its influence mechanism and provides a reference for local governments to promote the development of digital economy and formulate talent introduction policies.