差序格局理论的电商时代嬗变——农村社交电商中的“数字人缘”关系重构研究

The Evolution of the Differential Mode of Association Theory in the E-Commerce Era—A Study on the Reconstruction of “Digital Human Relations” in Rural Social E-Commerce

摘要: 在当今数字化浪潮席卷农村的时代背景下，农村社交电商作为数字经济与传统乡村社会深度融合的产物，正经历着前所未有的数字化转型，这种转型不仅体现在经济活动的变革中，更深刻地影响着农村居民的社会交往与人际关系构建。本研究基于费孝通提出的差序格局理论，聚焦电商时代背景下农村社交电商的发展，深入探究差序格局在农村社交电商场域中的嬗变过程，以及由此引发的“数字人缘”关系重构现象。研究发现，“数字人缘”关系在农村社交电商中呈现出既有对传统差序格局的继承，又有数字化、网络化创新的特点，其重构过程受到技术赋能、利益驱动和社交需求等多重因素的影响，不仅折射出农村社会结构的动态演变，更蕴含着乡村振兴战略背景下经济与社会协同发展的深层逻辑。希望本研究能够为理解新时代农村社会关系变迁提供理论参考，也为农村社交电商的可持续发展提供实践启示。

Abstract: In the current era where digitalization is sweeping through rural areas, rural social e-commerce, as a product of the deep integration of the digital economy and traditional rural society, is undergoing an unprecedented digital transformation. This transformation is not only reflected in the reform of economic activities but also profoundly influences the social interactions and interpersonal relationship building among rural residents. Based on Fei Xiaotong’s theory of the Differential Mode of Association, this study focuses on the development of rural social e-commerce in the context of the e-commerce era, exploring the evolution of the Differential Mode of Association in the field of rural social e-commerce and the resulting reconstruction of “Digital Human Relations.” The study finds that “Digital Human Relations” in rural social e-commerce exhibits characteristics of both inheritance from the traditional Differential Mode of Association and digital/networked innovations. The reconstruction process is influenced by multiple factors such as technological empowerment, interest-driven motives, and social needs, reflecting the dynamic evolution of rural social structures and containing the deep logic of coordinated economic and social development under the rural revitalization strategy. It is hoped that this research can provide theoretical references for understanding the changes in rural social relations in the new era and offer practical insights for the sustainable development of rural social e-commerce.