嵌入性视角下农村电子商务研究中低度社会化与过度社会化的调和  

The Reconciliation of Under-socialization and Over-socialization in Rural E-commerce Research from the Perspective of Embeddedness

作　　者：李霞 LI Xia(School of Public Administration,Chongqing Three Gorges University,Chongqing 404000,China)

机构地区：[1]重庆三峡学院公共管理学院民族学系,重庆404000

出　　处：《铜仁学院学报》2021年第2期72-80,共9页Journal of Tongren University

基　　金：国家社会科学基金项目“西南民族地区农村电商发展现状及对策研究”(19XMZ048);重庆市社会科学规划项目“重庆民族地区农村电商生计转型研究”(2018YBMZ146)。

摘　　要：我国农村电商发展至今,已经从早期的重视经济效益走向关注农村电商在乡村振兴中的社会转型与乡村重构功能。农村电商发展中最为关键的因素是“人”,乡村振兴最终目标也是满足人的需要。乡村振兴应对的是经济效益和社会效益合一的全局性乡村问题,在此背景下,以嵌入性观点为视角研究农村电商,可以突破低度社会化和过度社会化观点的局限性,从更多的层次和维度去理解农村电商中的“人”。观察视角的变化也带来研究工具的变化。基于大数据的社会网络分析等研究工具能研究农村电商发展中人的关系性嵌入和结构性嵌入,可以拓展农村电商的研究视角和维度,传统的社会研究方法仍然有其价值和生命力,都有助于更好地实现乡村振兴。Since the development of rural e-commerce in my country,it has shifted from focusing on economic benefits in the early stage to focusing on the social transformation and rural reconstruction function of rural e-commerce in rural revitalization.The most critical factor in the development of rural e-commerce is"people",and the ultimate goal of rural revitalization is to meet the needs of people.Rural revitalization deals with the overall rural problem of the integration of economic and social benefits.In this context,studying rural e-commerce from the perspective of embeddedness can break through the limitations of low-socialization and over-socialization and understand the"people"in rural e-commerce from more levels and dimensions.The change of observation perspective also brings about the change of research tools.Research tools such as social network analysis based on big data can study the relational and structural embedding of people in the development of rural e-commerce,and can expand the perspective and dimensions of rural e-commerce research.Traditional social research methods still have their value and vitality and contribute to the better realization of rural revitalization.

关 键 词：嵌入性观点 乡村振兴 农村电商 低度社会化 过度社会化 

分 类 号：C912.3[经济管理]