基于CiteSpace的农村电子商务创业研究

A Visual Analysis of Rural E-commerce Entrepreneurship Research Based on CiteSpace

运用CiteSpace 5.8.R3知识图谱软件,对Web of Science数据库中216篇样本文献进行计量分析,以分析农村电子商务创业研究领域的发展现状、演进趋势以及未来的研究方向。研究发现,现有研究主要从创业主体、形式及效果评价3个方面展开;逐步从电子商务创业促进农村经济发展、缩小城乡数字鸿沟等宏观角度向“淘宝村”、农村电子商务商业模式创新等微观角度发展;应更加关注欠发达地区农村电子商务创业生态系统,以及直播等新型农村电子商务创业模式。

Using CiteSpace 5.8.R3 knowledge graph software,analyzes on 216 sample documents in the Web of Science database to determine the development status,evolution trend and future research direction of rural e-commerce entrepreneurship research.It has found that existing research mainly focuses on the subjects,forms,and effects of rural e-commerce entrepreneurship;Research hotspots gradually moving from macro perspectives such as e-commerce entrepreneurship promoting rural economic and narrowing the digital divide between urban and rural areas to micro perspectives such as“Taobao Village”and rural e-commerce business model innovation;In the future,more attention should be paid to the rural e-commerce entrepreneurship ecosystem in Underdevelopment area and new rural e-commerce entrepreneurship models such as selling goods through livestreaming.