从信息搜寻、信用构建到市场洞察的素养框架下“新农人”电商创业的信息困境

Information Dilemmas in E-Commerce Entrepreneurship of “New Farmers” under the Literacy Framework from Information Search, Credit Construction to Market Insight

摘要: 本文以“信息搜寻–信用构建–市场洞察”的递进式素养框架为核心，聚焦“新农人”电商创业的信息困境。通过结合农村数字基础设施现状、农产品电商实践案例，剖析“新农人”在信息获取、信任建立、市场判断三个关键环节面临的具体问题：信息搜寻环节受渠道窄化与质量参差双重梗阻，信用构建环节因信息断层与技术短板难以建立消费者信任，市场洞察环节因数据缺失与分析能力不足陷入决策盲区。研究发现，数字素养不足、技术应用薄弱、支持体系缺位是导致信息困境的核心原因。本文旨在为破解“新农人”电商创业信息难题提供方向，助力农村电商高质量发展与乡村数字经济建设。

Abstract: Centering on the progressive literacy framework of “information search-credit construction-market insight”, this paper focuses on the information dilemmas faced by “new farmers” in their e-commerce entrepreneurship. By integrating the current status of rural digital infrastructure and practical cases of agricultural product e-commerce, it analyzes the specific problems encountered by “new farmers” in three key links: information acquisition, trust establishment, and market judgment. In the information search link, they are hindered by both narrow channels and uneven information quality; in the credit construction link, they struggle to build consumer trust due to information gaps and technical shortcomings; in the market insight link, they fall into decision-making blind spots due to lack of data and insufficient analytical capabilities. The study finds that insufficient digital literacy, weak technical application, and absence of support systems are the core causes of these information dilemmas. This paper aims to provide directions for solving the information problems in “new farmers” e-commerce entrepreneurship, and contribute to the high-quality development of rural e-commerce and the construction of rural digital economy.