交易成本理论视角下电商经济助力乡村农产品上行的困境与破解路径研究

Research on the Challenges and Solutions for E-Commerce-Driven Rural Agricultural Product Marketing from a Transaction Cost Theory Perspective

摘要: 在数字乡村建设背景下，电商经济已成为推动农产品上行、助力乡村振兴的重要力量。然而，信息不对称、物流不健全与品质信任缺失等问题突出，制约了电商经济与乡村经济的长远发展。本文基于交易成本理论构建分析框架，系统剖析了农产品上行过程中信息搜寻、履约执行、谈判与违约三类成本高企的形成机制。研究揭示，应通过构建信息共享生态、打造物流协同网络、健全品控信任机制等系统性路径，来有效降低全链条交易成本。本文不仅为理解电商助农的困境提供了理论解释，也为优化农村电商治理、提升农产品流通效率提供了有针对性的建议参考。

Abstract: Against the backdrop of digital rural development, the e-commerce economy has emerged as a vital force driving the upward flow of agricultural products and supporting rural revitalization. However, issues such as information asymmetry, inadequate logistics, and lack of quality trust remain prominent, constraining the long-term development of both the e-commerce economy and the rural economy. This paper constructs an analytical framework based on transaction cost theory, systematically dissecting the formation mechanisms of three types of high costs—information search, contract execution, and negotiation and default—in the process of agricultural product upward flow. The research reveals that systemic approaches—such as building information-sharing ecosystems, establishing collaborative logistics networks, and strengthening quality control trust mechanisms—are essential for effectively reducing transaction costs across the entire supply chain. This study not only provides theoretical insights into the challenges of e-commerce-driven agricultural support but also offers targeted recommendations for optimizing rural e-commerce governance and enhancing the efficiency of agricultural product distribution.