乡村电商何以成功?——技术红利兑现机制的社会学分析

What Makes Rural E-commerce Successful? An Analytical Framework for the Realization of Technology Dividends

本文基于对乡村电子商务技术应用案例的研究,讨论了电商村发展的基础条件,提出了电商技术红利的一种兑现机制。研究表明,电商村之所以能够兴起,一方面是因为电商技术本身孕育的“差异性需求市场”,另一方面是来自电商技术与乡村产业实践过程融合的三个机制:外部性机制汇聚差异性需求并重塑农村产业的销售过程,可见性机制呈现产品的潜在收益并促发网络交易信息与乡村人际关系的互嵌,证实性机制以编码化经营过程方式为乡村商户积累互联网资本。本研究为考察数字时代乡村产业发展逻辑提供了一个技术社会学的分析框架。

Based on a study of rural e-commerce technology applications,this paper discusses the underlying conditions for the development of e-commerce villages and proposes a mechanism for the realization of e-commerce technology dividends. The study shows that the rise of e-commerce villages is due to the“differential demand market”nurtured by e-commerce technology itself on the one hand,and three mechanisms of integration between e-commerce technology and rural industrial practices on the other: the externality mechanism converges differential demand and reshapes the marketing process of rural industries,the visibility mechanism presents the potential benefits of products and promotes the inter-embedding of online transaction information and rural interpersonal relationships,and the substantiation mechanism accumulates Internet capital for rural merchants in the form of codified business processes. This study provides a techno-sociological analytical framework for examining the logic of rural industrial development in the digital era.