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

doi:10.18306/dlkxjz.2021.07.003

Abstract

Abstract:

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.

Key words: network space, e-commerce, fan economy, urban amenities, livestreaming commerce host, spatial lag model

PENG Jue, HE Jinliao. Spatial differentiation and influencing factors of fan economy in China: Taking TikTok livestreaming commerce host as an example[J].PROGRESS IN GEOGRAPHY, 2021, 40(7): 1098-1112.

Figures/Tables 8

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变量		平均值	标准误	最小值	最大值	变异系数
	总人数/人	523.64	1052.20	13	11017	2.01
电商创业	淘宝村/个	18.88	54.70	0	396	2.90
	商标注册/(个/万人)	2.02	1.53	0.34	11.16	0.76
	物流公司/(个/万人)	2232.99	2702.39	81	21165	1.21
人力资本	高等教育/(人/万人)	191.64	340.90	0	4788.13	1.78
	职业教育/(人/万人)	91.05	49.11	2.03	453.83	0.54
	专利数量/件	11949.64	24905.88	4	185928	2.08
文化旅游	文化遗产/个	6.36	9	0	93	1.42
	创意产业园区/个	8.60	27.10	0	259	3.15
	旅游吸引力/人次	919763.60	3870741	145	47801500	4.21
生活便利性	交通便利性/(人次/万人)	41.50	42.67	0.35	322.26	1.03
	网络便利性/(个/万人)	2.35	0.74	0.43	4.82	0.31
	购物便利性/(个/万人)	19.64	18.56	1.25	176	0.95
自然环境	1月平均气温/℃	2.04	9.26	-31.6	23.5	4.54
	空气质量/%	77.48	9.26	35	100	0.20
	森林覆盖率/%	40.94	19.19	2.28	83	0.47

变量	模型1(OLS)	模型2(SLM)
常数项	521.718^***(24.904)	587.691^***(34.513)
淘宝村	113.935^***(32.231)	127.681^***(31.268)
商标注册	35.797(37.129)	40.600(35.586)
物流公司	626.555^***(44.245)	617.166^***(42.485)
高等教育	-42.327(30.199)	-45.091(28.990)
职业教育	-38.691(30.023)	-43.791(28.931)
专利数量	-203.49^***(62.389)	-161.375^***(61.210)
文化遗产	165.158^***(41.533)	155.537^***(39.917)
创意产业园区	397.276^***(56.046)	386.832^***(53.788)
旅游吸引力	65.200^**(27.791)	65.537^**(26.635)
交通便利性	118.432^***(35.732)	106.292^***(34.372)
网络便利性	65.772^**(33.001)	88.865^***(32.653)
购物便利性	-24.796(28.625)	-29.573(27.543)
1月平均气温	-12.840(34.729)	-10.097(33.361)
空气质量	49.550(0.121)	51.500^*(30.511)
森林覆盖率	67.821^**(33.511)	72.819^**(32.139)
空间滞后项	—	-0.121^***
拉格朗日乘子 (lag)	6.547^***	—
拉格朗日乘子 (error)	0.008	—
R²	0.850	0.854
调整R²	0.841	—
F	101.358	—
Log likelihood	-2117.87	-2114.42
AIC	4267.74	4262.83
Sc	4326.18	4324.92

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

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