中国直播电商发展的空间差异与影响机理研究

直播电商作为一种赋能地区发展的新型技术形式与商业模式，改变着传统购物模式、产业链与供应链结构，逐渐成为经济发展的新引擎。基于抖音平台直播带货等多元开源数据，运用演化经济地理学中相关概念，实证分析了中国292个地级及以上城市的直播电商空间分布格局与影响因素。结果表明：直播带货主播数量与粉丝数量的空间格局表现出一定的相似性，但后者空间分布更加分散；直播带货销售额的地区差异性最大，并且在长三角和珠三角核心地区出现显著高高集聚区。地区产业与供应链基础是发展直播电商的重要保障，Multi-Channel Network（MCN）和直播带货主播发挥着整合、链接区域内外相关资源的重要角色。此外，政府行为和空间邻近效应对直播电商发展也有积极的影响。

Spatial Differences in the Development of Livestreaming E-commerce and Influence in China

In this paper, the theories and concepts of path dependence, path creation and agency in evolutionary economic geography are used to analyze the development mechanism of livestreaming e-commerce. Then, based on multiple open-source data such as DouYin platform, the regional differences, spatial distribution patterns and influencing factors of livestreaming e-commerce in 292 cities above prefecture level in China are empirically analyzed by Cartogram method, exploratory spatial data analysis tools, coefficient of variation, theil index and spatial econometric model. The results show that the spatial pattern of the number of streamers and the number of followers shows some similarity but with some spatially divergent characteristics. The most significant regional variability and spatial unevenness in the sales of livestreaming e-commerce are found in the core regions of the Yangtze River Delta and the Pearl River Delta, with significantly high and high clustering areas. In addition, the empirical measurement results show that the number of Taobao villages, the index of online e-commerce, the number of head streamers with goods, the number of other streamers with goods, the number of MCN and the level of express logistics services are the significant factors affecting the regional differences in the development level of livestreaming e-commerce. We found that the development of livestreaming e-commerce results from a combination of mechanisms and factors. Specifically, at first, the regional industry and the supply chain base are necessary guarantees for the development of livestreaming e-commerce. Secondly, MCN and streamers with goods play an essential role in integrating and linking relevant resources within and outside the region. In addition, government encouragement and support actions and the spatial effect of neighbouring regions positively impact the development of livestreaming e-commerce. In the future, the exploration of the interactions and relationships between supply and industry chains, actors, institutions and government actions in typical cities where livestreaming e-commerce is well developed will also be a key focus of EEG and Internet geography.