农村电商研究综述与未来展望

Literature Review and Future Prospects of Rural E-Commerce Research

摘要: 在数字经济与乡村振兴战略持续推进的背景下，农村电子商务已逐渐成为推动农业现代化、促进农民增收以及实现城乡融合发展的重要力量。近年来，围绕农村电商的研究不断深化，研究内容由早期关注农产品网络销售与农村市场接入问题，逐步扩展至数字经济赋能、供应链协同、直播电商、平台治理以及农村高质量发展等多个领域。文章基于近年来农村电商的相关研究成果，对农村电商研究进行了系统梳理与综述。首先，从研究阶段、研究热点、研究区域以及研究方法等方面分析了农村电商文献的整体特征；其次，围绕乡村振兴、数字化转型、物流与供应链协同以及直播电商等核心议题，对现有研究成果进行了分类总结；最后，对当前研究在理论体系构建、研究方法应用以及研究情境拓展等方面存在的不足进行了评述，并对未来研究方向进行了展望。研究发现，当前农村电商研究已逐渐形成“政策驱动–数字赋能–产业协同–平台治理”的研究演化逻辑，研究重心也由宏观政策分析逐渐向微观行为机制与数字治理研究深化。未来研究有必要进一步加强本土化理论构建、区域差异研究以及数字治理研究，以推动农村电商研究向更加系统化与高质量方向发展。

Abstract: Against the backdrop of the steady advancement of the digital economy and the rural revitalization strategy, rural e-commerce has gradually become a vital driving force for advancing agricultural modernization, increasing farmers’ income, and realizing the integrated development of urban and rural areas. In recent years, research on rural e-commerce has continued to deepen. The research scope has expanded from the early focus on online sales of agricultural products and rural market access to multiple fields such as digital economy empowerment, supply chain collaboration, live-streaming e-commerce, platform governance, and high-quality rural development. Based on relevant research achievements on rural e-commerce in recent years, this paper conducts a systematic sorting and literature review of existing studies. Firstly, it analyzes the overall characteristics of rural e-commerce literature from the dimensions of research stages, research hotspots, research regions, and research methods. Secondly, it categorizes and summarizes existing research findings focusing on core themes including rural revitalization, digital transformation, logistics and supply chain collaboration, and live-streaming e-commerce. Finally, this paper evaluates the shortcomings of current research in terms of theoretical system construction, application of research methods, and expansion of research contexts, and puts forward prospects for future research directions. The study finds that rural e-commerce research has gradually formed an evolutionary logic of “policy driving - digital empowerment - industrial collaboration - platform governance”, with its research focus shifting progressively from macro policy analysis to micro behavioral mechanisms and digital governance research. Future research should further strengthen the construction of localized theories, research on regional differences, and digital governance research, so as to promote the systematic and high-quality development of rural e-commerce research.