我国涉农电子商务研究回顾——基于CSSCI的文献计量分析

A Review of Agricultural-Related E-Commerce in China:Bibliometric Analysis of CSSCI Journals

近20年来,随着互联网技术的进步,在国家的高度重视下,我国涉农电子商务的发展迅速。涉农电子商务研究成为电子商务领域和"三农"研究的重要话题。但是目前我国对涉农电子商务的研究成果在主题上相对比较分散、研究方法传统、研究结论之间相互缺乏有机的联系,这就使得对于涉农电子商务难以形成一个统一、有效的研究框架。以CSSCI期刊中抽取的114篇涉农电子商务学术论文为对象,利用文献计量、内容分析方法、关键词的频繁项挖掘和网络可视化的方法,分别从理论基础、研究方法、关键词三个层面进行回顾和统计分析。研究结果表明涉农电子商务研究中综合使用了信息系统、经济学、市场营销和心理学等领域的相关理论;目前涉农电子商务研究中主要采用的研究方法为非实证研究和定性研究,但是二手数据研究、数据建模、量表开发等定量研究方法也逐渐引入;通过对文献中的关键词进行频繁项挖掘和可视化分析,明确了关键词的相互联系和演化趋势,并在此基础上,从农业电子商务、农村电子商务和农产品电子商务三个层面进行较深入的分析,相关研究结果可为涉农电子商务的进一步研究和认识提供有益的启示。

In recent 20 years,with the progress of internet technology,the development of e-commerce in agriculture-related industries in our country has been developing rapidly.The government also attaches great importance to developing e-commerce involving agriculture.Research on agriculture-related e-commerce has become an important topic in the field of e-commerce and"three rural"research.However,the research results on agriculture-related e-commerce in our country are relatively scattered in theme,the traditional research methods,and the lack of organic connection between the conclusions of the research,which makes it difficult to form a unified and effective research framework for agricultural-related e-commerce.Based on 114 agricultural-related ecommerce papers extracted from CSSCI journals,this paper employs the methods of bibliometric analysis,content analysis,frequent item mining of keywords,and network visualization methods to review and statistical analysis from the theoretical basis,research methods,and key words Level.The research results show that the related theories in fields such as information system,economics,marketing,and psychology are comprehensively used in the research of agricultural-related e-commerce.The research methods mainly used in research of agricultural-related e-commerce are non-empirical and qualitative research,but second-hand data research,data modeling,quantitative development methods such as quantitative research methods are gradually introduced.The interrelationships and evolutionary trends of keywords are determined through frequent item mining and visual analysis of keywords in literatures.On this basis,we carry out a more in-depth analysis from the three aspects of agricultural e-commerce,rural e-commerce,and agricultural products e-commerce,thus providing some beneficial enlightenments for further research and understanding on e-commerce related to agriculture.