In order to explore the impact of E-commerce live streaming on farmers' income and rural employment, a questionnaire survey was conducted among farmers engaged in jujube planting in Xinzheng and E-commerce live streaming practitioners. The questionnaire data were analyzed in detail, revealing the specific paths through which E-commerce live streaming helped increase the income of jujube planters, as well as its driving effect on the rural employment structure. However, problems such as weak infrastructure and shortage of professional talents still constrain the further development of the industry, and corresponding countermeasures need to be proposed to address these issues.

jujube planting  /  E-commerce live streaming  /  farmers' income  /  rural employment