乡村振兴战略下农村电商负面评论的多维度成因与化解路径研究

Research on the Multi-Dimensional Causes and Resolution Paths of Negative Reviews of Rural E-Commerce under the Rural Revitalization Strategy

摘要: 乡村振兴战略背景下，农村电商成为激活农村市场、促进农民增收的重要引擎，但其快速发展中负面评论问题凸显，影响消费者决策、商家信誉及行业健康发展。现有研究对农村电商负面评论的系统性探讨不足，本文梳理农村电商在模式创新、基础设施、政策支持维度的发展现状，剖析负面评论源于产品质量与描述不符、物流配送问题、售后服务不到位及电商人才缺乏，进而提出对应化解路径，为农村电商负面评论治理及行业高质量发展提供参考，助力乡村振兴。

Abstract: Under the background of the rural revitalization strategy, rural e-commerce has become an important engine to activate the rural market and increase farmers’ income. However, negative comments in its rapid development have become prominent, affecting consumers’ decisions, merchants’ credibility and the healthy development of the industry. Existing research lacks systematic exploration of negative comments in rural e-commerce. This paper sorts out the current development status of rural e-commerce in terms of model innovation, infrastructure and policy support, analyzes that negative comments arise from the inconsistency between product quality and description, logistics and distribution problems, inadequate after-sales service and the lack of e-commerce talents, and then proposes corresponding solutions. It provides references for the governance of negative comments in rural e-commerce and the high-quality development of the industry, and helps rural revitalization.