数字素养促进农户电商创业的内在机制研究

Research on the Internal Mechanism of Digital Literacy Promoting Farmers’ E-Commerce Entrepreneurship

摘要: 在数字经济推动乡村振兴的背景下，农村电商已成为农户增收的重要途径，然而农户数字素养不足仍制约其创业成效。本文以湖北宜昌秭归县柑橘电商创业为例，基于人力资本、创业过程和社会网络理论，构建“数字素养–人力资本提升–创业过程优化–社会网络拓展”的分析框架，系统探讨数字素养促进农户电商创业的内在机制。研究发现，数字素养通过系统培训、数据分析和数字营销等方式提升农户人力资本；通过识别市场机会、整合资源与企业成长优化创业过程；并借助线上技术交流、商业合作与信任消费网络拓展社会资本。据此，本文提出加强数字技能培训、完善数字基础设施、优化政策支持与品牌建设等建议，以促进农村电商高质量发展，助力乡村振兴。

Abstract: In the context of digital economy-driven rural revitalization, e-commerce has become a crucial pathway for farmers to increase income. However, insufficient digital literacy still constrains their entrepreneurial success. Taking citrus e-commerce entrepreneurship in Zigui County, Yichang City, Hubei Province as a case study, this paper constructs an analytical framework of “digital literacy-human capital enhancement-entrepreneurial process optimization-social network expansion” based on theories of human capital, entrepreneurial processes, and social networks. The study systematically explores the internal mechanisms by which digital literacy promotes farmers’ e-commerce entrepreneurship. Findings reveal that digital literacy enhances farmers’ human capital through systematic training, data analysis, and digital marketing; optimizes entrepreneurial processes by identifying market opportunities, integrating resources, and optimizing business growth; and expands social capital through online technical exchanges, commercial collaborations, and trust-based consumption networks. Accordingly, this paper proposes recommendations that include strengthening digital skills training, improving digital infrastructure, optimizing policy support, and enhancing brand building to promote the high-quality development of rural e-commerce and contribute to rural revitalization.