乡村振兴背景下农村电商研究热点及趋势——基于CiteSpace科学计量分析

Research Hotspots and Trends of Rural E-Commerce under the Background of Rural Revitalization—A Bibliometric Analysis Based on CiteSpace

摘要: 乡村振兴战略实施以来，农村电商成为推动农业转型升级与农民增收的重要引擎，相关研究文献迅速增长。本文以中国知网(CNKI) 2017~2026年收录的906篇农村电商研究核心文献为样本，运用CiteSpace进行科学计量与可视化分析，系统梳理该领域的研究热点、演进脉络与前沿趋势。结果表明：发文量呈现初步探索、快速增长、高位波动的三阶段特征，与数字乡村、直播助农等政策热点高度耦合。“乡村振兴”与“农村电商”构成双核心关键词，研究主题可归纳为核心主题、支撑体系、动力机制与效益评估四大板块。演进路径从政策响应逐步转向体系构建、机制深化与价值评估。突现词分析显示，研究热点从早期的“扶贫”“精准扶贫”转向“电商直播”，再到当前以“数字经济”为主导的赋能阶段。现有文献在理论建构、方法多元性及跨学科融合方面仍显不足。未来应强化前瞻性需求预判、理论创新与跨学科协同，深化数字技术赋能、包容性发展与共同富裕等方向的研究，为构建中国特色农村电商知识体系提供支撑。

Abstract: Since the implementation of the rural revitalization strategy, rural e-commerce has become an important engine for promoting the transformation and upgrading of agriculture and increasing farmers’ income, and the related research literature has grown rapidly. This paper takes 906 core research articles on rural e-commerce published in China National Knowledge Infrastructure (CNKI) from 2017 to 2026 as samples, and uses CiteSpace for scientific measurement and visualization analysis to systematically sort out the research hotspots, evolution paths and frontier trends in this field. The results show that the number of published articles presents a three-stage characteristic of initial exploration, rapid growth and high-level fluctuation, which is highly coupled with policy hotspots such as digital villages and live-streaming for rural assistance. “Rural revitalization” and “rural e-commerce” constitute the dual core keywords, and the research themes can be summarized into four major sections: core themes, support systems, driving mechanisms and benefit evaluations. The evolution path has gradually shifted from policy response to system construction, mechanism deepening and value assessment. The burst word analysis shows that the research hotspots have shifted from early “poverty alleviation” and “targeted poverty alleviation” to “e-commerce live-streaming”, and then to the current empowerment stage dominated by “digital economy”. The existing literature still shows deficiencies in theoretical construction, methodological diversity and interdisciplinary integration. In the future, it is necessary to strengthen forward-looking demand prediction, theoretical innovation and interdisciplinary collaboration, and deepen research in areas such as digital technology empowerment, inclusive development and common prosperity, to provide support for the construction of a knowledge system of rural e-commerce with Chinese characteristics.