移动营销情境下助农扶贫短视频已成为网络信息化扶贫的重要工具之一。为研究用户参与助农扶贫短视频价值共创行为的驱动因素，本文将动机-机会-能力模型应用到价值共创领域，采用问卷调查法探讨并深入分析了用户参与助农扶贫短视频价值共创行为的影响路径和内在机理。本研究丰富了用户价值共创意愿和行为驱动因素研究，并区分了主动价值共创意愿和被动价值共创意愿在价值共创行为中的不同作用，为促进用户参与助农扶贫短视频价值共创行为提供一定的参考和指导。

In the context of mobile marketing, short videos for helping farmers and poverty alleviation have become one of the important tools for poverty alleviation through network informatization. In order to explore the driving factors of user participation in the value co-creation of short videos , this paper applies the motivation-opportunity-ability model to value co-creation. Moreover, we use the questionnaire survey method to deeply analyze the influencing path and internal mechanism.This study enriches user value co-creation willingness and behavior driving factors and distinguishs the different role of voluntary and passive value creation willingness respectively. This study could provide certain reference and guidance to promote user participation of helping farmers and poverty alleviation through short video value co-creation.

国家自然科学基金项目（面上项目，重点项目，重大项目）