Research on the Farmer Financing Model of Live Streaming E-Commerce Platforms from the Perspective of Supply Chain Finance

Taking "Walking with Hui" as an Example

Abstract

In the era of deep integration between the rural revitalization strategy and the digital economy, effectively addressing the financing difficulties of farmers has become a core measure to stimulate the endogenous driving force of the rural economy and promote quality improvement and efficiency enhancement in rural development. Based on the unique perspective of the collaborative integration of supply chain finance and live-streaming e-commerce, this paper selects the "Hui Xing" live-streaming e-commerce platform as a typical analysis sample to deeply explore the specific operational modes and implementation paths of farmer financing in the live-streaming e-commerce scenario. Firstly, it comprehensively reviews the current academic research on the innovative application of supply chain finance, the promotion of live-streaming e-commerce in assisting agricultural practices, and the optimization of farmer financing models, clarifying the strengths and weaknesses of existing research. Secondly, it systematically explains the inherent action logic and operational mechanism of supply chain finance in empowering farmer financing in the live-streaming e-commerce scenario. Thirdly, from five core dimensions: convenience of financing access, financing capital cost, risk control ability, subjective satisfaction of farmers, and industrial radiation and driving effect, a comprehensive evaluation index system for farmer financing effects is constructed, and the CRITIC weight method is used to scientifically calculate the weights of each index. Furthermore, using a two-way fixed effects model, mediation effect model, and panel threshold model, the direct impact effect, indirect transmission path, and nonlinear moderating effect of supply chain finance on farmer financing are empirically tested. The research results show that both the degree of participation of supply chain finance and the development level of live-streaming e-commerce can significantly improve the availability of farmer financing. The depth of digital technology application and supply chain collaboration efficiency play a partial mediating role in the process of influencing farmer financing, while digital economic infrastructure exhibits a nonlinear moderating effect based on threshold values. The research conclusions of this paper can provide solid theoretical support and feasible practical references for optimizing the farmer financing service model of live-streaming e-commerce platforms, addressing the financing difficulties of farmers, and facilitating the high-quality development of rural industries.