电子发展对乡村社会关系的重塑：基于社会网络与互动仪式的分析

The Reshaping of Rural Social Relations by E-Commerce Development: An Analysis Based on Social Networks and Interaction Rituals

摘要: 在国家数字乡村建设的时代背景下，电子商务作为商业营销的有力模式，在给乡村带来机遇和发展的同时，作为一种结构性力量，也在重塑着传统乡土社会。本文旨在从社会网络与互动理论视角出发，探讨电子商务(聚焦C2C与B2B模式)如何重塑乡村社会的关系结构与互动模式。研究将电子商务视为一种新型的社会互动媒介，分析其对乡村社会网络的规模、结构、关系内容以及信任机制的影响。研究认为，电商的深度嵌入不仅扩展了乡村社会网络的边界，催化了关系性质的混合化，也推动了乡村互动仪式与信任机制的现代化转型，最终参与了一种兼具传统性与现代性的“数字乡土社会”的生成。本研究试图为理解乡村数字化转型提供一种基于社会关系与互动视角的理论框架。

Abstract: In the context of the national digital rural construction, e-commerce, as a powerful model of commercial marketing, brings opportunities and development to rural areas while also reshaping the traditional rural society as a structural force. This paper aims to explore how e-commerce (focusing on C2C and B2B models) reshapes the relationship structure and interaction patterns of rural society from the perspective of social network and interaction theory. The study regards e-commerce as a new type of social interaction medium and analyzes its impact on the scale, structure, relationship content, and trust mechanism of rural social networks. The study holds that the deep integration of e-commerce not only expands the boundaries of rural social networks, catalyzes the diversification of relationship nature, but also promotes the modern transformation of rural interaction rituals and trust mechanisms, ultimately participating in the generation of a “digital rural society” that combines tradition and modernity. This research attempts to provide a theoretical framework based on social relationships and interactions for understanding the digital transformation of rural areas.