数商兴农：新农人在电商技术红利下乡中的中介机制研究

E-Commerce Empowering Agriculture: A Study on the Intermediary Mechanism of New Farmers in the Rural Penetration of E-Commerce Technology Dividends

摘要: 数商兴农战略推动电商平台加速下沉乡村，但普通农户因自身经营特征与乡村社会结构约束，难以直接触达电商技术红利，必须依托新农人带动才能参与其中。本文以社会资本理论为分析框架，将新农人视为“乡土社会资本转化者”，研究发现，普通农户面临的三重结构困境，本质是乡土社会资本与市场社会资本的结构性错配。分散化经营导致规模不经济，根源于结构型社会资本匮乏；数字交易引发信任赤字，根源于关系型社会资本不匹配；数字素养不足形成技能壁垒，根源于认知型社会资本薄弱。三重缺失相互强化，使农户难以独自突围。新农人凭借“双重嵌入”的结构优势，既扎根乡土又连接市场，通过“组织整合–信任桥接–技能扩散”三重机制推动社会资本转化，共同构成电商技术红利从平台向农户传导的完整体系。本文揭示了新农人作为枢纽性行动者的深层逻辑，为数商兴农背景下推动数字赋能普惠小农户提供了理论参考与实践启示。

Abstract: The E-commerce Empowering Agriculture strategy has accelerated the penetration of e-commerce platforms into rural areas. However, due to their operational characteristics and the constraints of rural social structures, ordinary farmers face difficulties in directly accessing e-commerce technology dividends and must rely on the leadership of New Farmers to participate. This paper adopts Social Capital Theory as its analytical framework, conceptualizing New Farmers as “transformers of rural social capital”. The study finds that the triple structural dilemmas faced by ordinary farmers essentially stem from a structural mismatch between rural social capital and market social capital. Diseconomies of scale resulting from decentralized operations are rooted in a lack of structural social capital; trust deficits arising from digital transactions are rooted in a mismatch of relational social capital; and skill barriers due to insufficient digital literacy are rooted in weak cognitive social capital. These three deficits reinforce each other, making it difficult for farmers to break through independently. Leveraging their structural advantage of “dual embeddedness”—being deeply rooted in rural communities while connected to the market—New Farmers facilitate the transformation of social capital through a triple mechanism of “organizational integration, trust bridging, and knowledge spillover”. Together, these mechanisms form a complete system for transmitting e-commerce technology dividends from platforms to farmers. This paper reveals the underlying logic of New Farmers as pivotal actors, providing theoretical references and practical insights for promoting digital empowerment and the inclusive development of smallholder farmers under the E-commerce Empowering Agriculture initiative.