Why is rural E‑commerce successful?A sociological analysis of the mechanism for actualizing technological dividends  

作　　者：Shuqin Zhang Zeqi Qiu 

机构地区：[1]School of Sociology and Psychology,Central University of Finance and Economics,39 South College Road,Haidian District,Beijing,People’s Republic of China [2]Center for China Society and Development Studies,Peking University,No.5 Yiheyuan Road,Haidian District,Beijing 100871,People’s Republic of China [3]Department of Sociology,Peking University,No.5 Yiheyuan Road,Haidian District,Beijing 100871,People’s Republic of China

出　　处：《The Journal of Chinese Sociology》2024年第1期18-41,共24页中国社会学杂志(英文)

基　　金：supported by the Key Research Base of Humanities and Social Sciences of the Ministry of Education“Research on Internet Capital as a Key Development Factor”(16JJD840002).

摘　　要：This article,based on the study of cases involving the application of e-commerce technology in Chinese rural areas,discusses the basic conditions for developing e-commerce villages and proposes a mechanism for actualizing the benefits of e-com-merce technology.This study shows that the rise of e-commerce villages is due to two factors:on the one hand,the“differentiated demand market”engendered by e-com-merce technology itself,and,on the other hand,the three mechanisms that result from the integration of e-commerce technology with rural industrial practices.The externality mechanism aggregates differentiated demands and reshapes the sales process of rural industries;the visibility mechanism displays the potential benefits of products and stimulates the intertwining of online trading information with rural interpersonal relationships;the verification mechanism uses a coded business process to help rural merchants accumulate internet capital.This study provides a sociotech-nical analytical framework for examining the logic of rural industrial development in the digital age.

关 键 词：Rural E-commerce Mechanism for actualizing technological dividends Differentiated demand market 

分 类 号：F42[经济管理—产业经济]