电商赋能下新型职业农民经营行为的嬗变与 培育——基于TOE框架的分析

The Transformation and Cultivation of Business Practices among New-Style Professional Farmers Empowered by E-Commerce—An Analysis Based on the TOE Framework

摘要: 随着数字乡村战略的深入实施，电子商务已深度嵌入农业生产流通的全链条，成为重塑农业经营形态的关键变量。在这一背景下，新型职业农民作为乡村振兴的核心主体，其经营行为正经历着从传统经验导向向数据驱动、从个体单干向网络协同、从被动适应向规则博弈的深刻嬗变。本文引入“技术–组织–环境(TOE)”分析框架，系统解构了电商生态下新型职业农民经营行为的演变逻辑。研究发现，技术维度的数字化渗透推动了决策模式的科学化，组织维度的网络化重构提升了资源调配的协同性，环境维度的制度化变迁增强了经营策略的适应性。然而，当前仍面临数字素养深层缺失、组织化程度低、外部环境不确定性高等现实困境。基于此，本文提出构建“技术赋能–组织支撑–环境保障”三位一体的培育路径，旨在为优化新型职业农民培育体系、推动农业高质量发展提供理论依据与实践对策。

Abstract: With the in-depth implementation of the Digital Rural Strategy, e-commerce has become deeply embedded throughout the entire agricultural production and distribution chain, emerging as a key factor in reshaping the nature of agricultural operations. Against this backdrop, new professional farmers—as the core agents of rural revitalisation—are undergoing a profound transformation in their operational behaviour: shifting from traditional experience-based approaches to data-driven ones, from individual efforts to networked collaboration, and from passive adaptation to strategic negotiation within established frameworks. This paper introduces the “technology-organisation-environment” analytical framework to systematically deconstruct the evolutionary logic of new professional farmers’ business behaviour within the e-commerce ecosystem. The research finds that digital penetration in the technological dimension has promoted the scientific nature of decision-making models; network-based restructuring in the organisational dimension has enhanced the coordination of resource allocation; and institutional changes in the environmental dimension have strengthened the adaptability of business strategies. However, current challenges include a profound lack of digital literacy, low levels of organisation, and high uncertainty in the external environment. Consequently, this paper proposes a three-pronged development pathway comprising “technology empowerment - organisational support - environmental safeguards”, aiming to provide a theoretical basis and practical strategies for optimising the training system for new professional farmers and promoting high-quality agricultural development.