从“村级电商”到“组织化电商”：数字技术驱动农民合作社转型的机制与路径

From “Village-Level E-Commerce” to “Organized E-Commerce”: Mechanism and Path of Digital Technology-Driven Transformation of Farmers’ Cooperatives

摘要: 本文基于组织变革理论与制度嵌入理论，探讨数字技术驱动农民合作社从“村级电商”向“组织化电商”转型的机制与路径。通过分析23个典型案例，研究发现转型过程遵循“触发–赋能–制度化”三重机制：政策与市场压力触发转型，数字技术通过工具应用与关系重构赋能组织能力提升，最终通过数字规则制度化实现可持续演进。研究识别出技术适配型、供应链主导型和政企协同型三类差异化路径，并构建“技术–制度–组织”动态耦合模型，揭示制度嵌入与市场嵌入的协同作用。实践层面提出阶梯式数字工具支持体系与数据要素市场化改革建议，为乡村振兴背景下合作社数字化转型提供理论框架与实践指导。

Abstract: Based on organizational change theory and institutional embedding theory, this paper explores the mechanism and path of digital technology-driven transformation of farmers’ cooperatives from “village-level e-commerce” to “organized e-commerce”. Through the analysis of 23 typical cases, the study finds that the transformation process follows a three-stage mechanism of “triggering-enabling-institutionalization”: policy and market pressure trigger the transformation, digital technology empowers the improvement of organizational capabilities through tool application and relationship reconstruction, and ultimately achieves sustainable evolution through the institutionalization of digital rules. The research identifies three differentiated paths: technology-adaptive, supply chain-led, and government-enterprise collaborative, and constructs a dynamic coupling model of “technology-institution-organization”, revealing the synergistic effect of institutional embedding and market embedding. At the practical level, it proposes a stepwise digital tool support system and data element marketization reform suggestions, providing a theoretical framework and practical guidance for the digital transformation of cooperatives in the context of rural revitalization.