基于社会支持视角下农村居民需求的电商参与行为及绩效研究——以江苏省为例

Research on E-Commerce Participation Behavior and Performance of Rural Residents’ Needs Based on Social Support Perspective—Taking Jiangsu Province as an Example

摘要: 数字乡村建设背景下，推动农村居民参与电商对于促进乡村振兴和农村产业结构升级具有重要的战略意义。本研究以江苏省3市作为调研地收集语料数据，利用扎根理论对30份语料数据进行梳理与凝练，构建出基于社会支持视角下农村居民需求的电商参与行为及绩效框架。结果表明，农村居民开展电商行动以可行性需求为起点，进一步延伸出可达性需求，从而产生参与行为及行为绩效。最后，本研究提出对应优化建议，以期为促进农村居民参与电商提供一定参考。

Abstract: In the context of digital village construction, promoting rural residents’ participation in e-commerce is of strategic importance for promoting rural revitalization and upgrading rural industrial structure. This study collects corpus data using three cities in Jiangsu Province as the research sites, and utilizes the rooting theory to sort and condense the 30 corpus data to construct a framework of e-commerce participation behavior and performance based on the needs of rural residents from the perspective of social support. The results show that rural residents carry out e-commerce actions with feasibility needs as a starting point, which further extends the accessibility needs, thus generating participation behaviors and behavioral performance. Finally, this study proposes corresponding optimization suggestions to provide some reference for promoting rural residents’ participation in e-commerce.