返乡创业青年主导的农村电商模式对乡村共同富裕的带动效应研究

Research on the Driving Effect of Rural E-Commerce Models Led by Returning Youth Entrepreneurs on Common Prosperity in Rural Areas

摘要: 在乡村振兴与共同富裕战略推进下，返乡创业青年成为农村电商发展的核心力量。本文基于制度创业理论，将返乡青年视为主动识别制度机会、整合制度资源、突破制度约束的制度创业者，探讨其主导的农村电商模式对乡村共同富裕的带动机理、现实困境与优化路径。研究发现，返乡青年电商可通过赋能农民增收、激活乡村产业、促进城乡融合三重机制助力共同富裕，但实践中面临制度摩擦，表现为政策落地不畅、资金支持不足、知识产权保护薄弱、流量成本高、乡土文化表层化等问题。为此，本文从政策金融、原创保护、文化传承三方面提出对策，以优化制度生态、推动返乡青年电商高质量发展，更好发挥其联农带农的作用，促进共同富裕。

Abstract: Under the advancement of rural revitalization and common prosperity strategies, returning youth entrepreneurs have become a core force in the development of rural e-commerce. Based on institutional entrepreneurship theory, this paper views returning youth as institutional entrepreneurs who actively identify institutional opportunities, integrate institutional resources, and break through institutional constraints, exploring the driving mechanisms, practical challenges, and optimization pathways of their-led rural e-commerce models for promoting common prosperity in rural areas. The study finds that returning youth-led e-commerce can contribute to common prosperity through three mechanisms: empowering farmers to increase income, activating rural industries, and promoting urban-rural integration. However, in practice, they face institutional friction, manifested as issues such as ineffective policy implementation, insufficient financial support, weak intellectual property protection, high traffic costs, and superficial engagement with local culture. To address these challenges, this paper proposes countermeasures from three aspects: policy finance, original content protection, and cultural heritage preservation, aiming to optimize the institutional ecosystem, promote the high-quality development of returning youth-led e-commerce, better leverage its role in connecting and supporting farmers, and advance common prosperity.