Research on the Emergence and Mechanism of Rural E-Commerce Entrepreneurship from the Perspective of Entrepreneurial Ecosystem:Take Chinese Taobao Village as An Example
Compared with general entrepreneurial activities,rural e-commerce entrepreneurship is more de-pendent on elements in the regional ecosystem.This paper takes six Chinese Taobao villages as the case ob-jects to analyze the rural e-commerce entrepreneurship,and constructs the rural e-commerce entrepreneur-ship ecosystem framework based on the ecosystem theory and the grounded theory method.The case analysis finds that,first of all,infrastructure and entrepreneurial culture are the necessary and key external factors for the formation of rural e-commerce entrepreneurship.Among them,the improve-ment of information and communication technology,transportation and logistics and other infrastructure en-ables entrepreneurs in rural areas to directly connect with the target market and consumers.While business culture can encourage villagers to actively participate in the wave of e-commerce,the first success story of entrepreneurship will inspire other villagers to learn and invest in e-commerce entrepreneurship.Secondly,the low threshold of e-commerce platform and the effect of rural acquaintance society constitute the opera-tion mechanism of rural e-commerce entrepreneurship.The low threshold of e-commerce platform makes a large number of villagers have the opportunity to participate in e-commerce,and the social effect of ac-quaintances in rural areas will encourage and induce more villagers to imitate quickly.Finally,this paper al-so reveals the key role of pioneering leaders and local governments in promoting the development of rural e-commerce entrepreneurship.The research conclusion clearly outlines the elements and formation mechanism of rural e-commerce entrepreneurial activities,which plays a certain guiding role in the practice of rural e-commerce entrepre-neurship in China and further enriches the relevant theories of rural e-commerce entrepreneurship.The conclusion of this study can provide a way to think about the process of rural e-commerce entrepreneurship from the perspective of ecosystem,and provide reference for the development of e-commerce entrepreneur-ship in those rural areas that are not advantaged.
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