返乡大学生参与农村电商的困境与对策研究——以秦安县为例

Dilemmas and Countermeasures of Returning College Students’ Participation in Rural E-Commerce—A Case Study of County Qinan

摘要: 在数字乡村建设与乡村振兴战略双重推动下，农村电商成为返乡大学生参与乡村治理的重要场域。本文基于对甘肃省秦安县的实地调研，系统考察返乡大学生参与农村电商的实践样态。研究发现，返乡大学生主要通过创办电商企业和参与数字治理等方式进入农村电商领域，并发挥了积极作用。然而，实践中仍面临参与动力不足、专业能力欠缺、参与程度不高等困境，其深层原因在于激励保障不足、培训体系脱节、社会认同薄弱。破解上述困境，需要紧扣秦安县特色产业实际条件，完善激励机制、强化能力培育、提升社会认同，为返乡大学生深度参与农村电商、助力乡村振兴提供制度保障。

Abstract: Driven by the dual strategies of digital village construction and rural revitalization, rural e-commerce has become an important field for returning college students to participate in rural governance. Based on field research in Qin’an County, Gansu Province, this paper systematically examines the practical patterns of returning college students’ participation in rural e-commerce. The study finds that returning college students primarily enter the rural e-commerce sector by establishing e-commerce enterprises and participating in digital governance, and have played a positive role. However, in practice, they still face dilemmas such as insufficient participation motivation, lack of professional competence, and low participation intensity. The underlying causes lie in inadequate incentive mechanisms, disconnected training systems, and weak social recognition. To address these dilemmas, it is necessary to closely align with the actual conditions of Qin’an County’s characteristic industries, improve incentive mechanisms, strengthen capacity cultivation, and enhance social recognition, thereby providing institutional guarantees for returning college students to deeply participate in rural e-commerce and contribute to rural revitalization.