乡村振兴视域下J市农村电商发展满意度的影响因素研究

Research on the Influencing Factors of Rural E-Commerce Development Satisfaction in J City under the Perspective of Rural Revitalization

摘要: 农村电商促进城乡资源共享和乡村基础设施的完善，带动相关经济产业链的发展，对推动乡村振兴具有重要影响。本文运用满意度理论与网络关系营销理论，剖析J市农村电商发展满意度情况，构建相应的影响因素模型进行实地调查，结合数据统计工具的分析结果提出培育电商人才、加速经济发展、带动网络直播、促进价值回报与加强数字乡村建设等建议，以此推动J市农村电商的发展进程。

Abstract: Rural e-commerce promotes the sharing of urban and rural resources and the improvement of rural infrastructure, drives the development of related economic and industrial chains, and has an important impact on promoting rural revitalization. This article applies satisfaction theory and network relationship marketing theory to analyze the satisfaction situation of rural e-commerce development in J city, constructs corresponding influencing factor models for field investigation, and combines the analysis results of data statistical tools to propose suggestions such as cultivating e-commerce talents, accelerating economic development, driving online live streaming, promoting value return, and strengthening digital rural construction, in order to promote the development process of rural e-commerce in J city.