农村电商实践中农户数字素养提升的挑战与优化路径研究

Research on the Challenges and Optimization Pathways of Farmers’ Digital Literacy Enhancement in Rural E-Commerce Practice

摘要: 在乡村振兴与数字中国战略的深度融合背景下，农村电商已成为驱动乡村产业转型升级、促进农民增收的核心力量。然而，农户数字素养不足日益成为制约农村电商高质量发展的关键瓶颈。本文通过系统梳理相关文献，结合当前农村电商发展态势与农户数字能力现状，从基础设施、培训体系、安全认知、文化观念、支撑生态等维度，深入剖析了农户数字素养提升面临的多重挑战，包括数字鸿沟韧性不足、培训供需错配、安全信任体系脆弱、传统观念束缚以及系统性生态支撑缺失。研究进一步提出构建“政策支撑–精准培训–平台赋能–生态培育–安全护航”五位一体的系统性优化路径，强调通过多主体协同、全环节覆盖的策略，推动农户从数字接入向数字能力与数字创新跃升。本研究旨在为破解农户数字素养提升困境、促进农村电商可持续发展提供理论依据与实践参考，助力数字乡村建设与农业农村现代化进程。

Abstract: In the context of the deep integration of rural revitalization and the Digital China strategy, rural e-commerce has become a core force driving the transformation and upgrading of rural industries and promoting farmers’ income growth. However, the insufficient digital literacy of farmers is increasingly emerging as a critical bottleneck constraining the high-quality development of rural e-commerce. This paper systematically reviews relevant literature and, by examining the current development trends of rural e-commerce and the status of farmers’ digital capabilities, provides an in-depth analysis of the multifaceted challenges in enhancing farmers’ digital literacy. These challenges span infrastructure, training systems, security awareness, cultural perceptions, and supporting ecosystems, and include issues such as insufficient resilience of the digital divide, mismatches in training supply and demand, fragile security and trust systems, constraints from traditional cultural perceptions, and a lack of systematic ecological support. The study further proposes a systematic, five-pronged optimization framework comprising “policy support - targeted training - platform empowerment - ecosystem cultivation - safety assurance”. It emphasizes a multi-stakeholder, whole-process strategy to facilitate farmers’ transition from mere digital access to digital capability and ultimately digital innovation. This research aims to provide a theoretical foundation and practical references for addressing the challenges in improving farmers’ digital literacy, promoting the sustainable development of rural e-commerce, and supporting the advancement of digital villages and the modernization of agriculture and rural areas.