县域农产品网络零售发展的影响因素与组态路径——基于34个县域案例的清晰集定性比较分析

Research on Influencing Factors and Configuration Paths of Online Retail Development of Agricultural Products in Counties——A Clear Set Qualitative Comparative Analysis based on 34 County Cases

基于TOE框架,依据我国34个县域案例,运用清晰集定性比较分析方法,探讨技术、组织、环境条件对县域农产品网络零售发展影响因素的联动效应及其路径选择,探索性地识别出三类推动县域农产品网络零售快速发展的适配性方案。研究发现,单一条件不是县域农产品网络零售快速发展的必要条件,某个或某些方面不具优势的县域,可以通过组态路径实现快速发展;促使农产品网络零售快速发展具有多样化的组态路径,且不同县域农产品网络零售快速发展的路径存在差异,不同条件的变量组合可以实现殊途同归,这些组态可分为组织驱动型、环境驱动型和组织环境驱动型三种;行业发展水平和财政支农力度是农产品网络零售快速发展普遍需求的两个核心条件,表明农产品网络零售发展需要产业结构转型和财政资金的支持;对数字技术水平较高的县域,在维持一定的政策制度保障和财政支农力度下,行业发展水平可以和特色品牌塑造相互替代。县域需要综合考虑多种条件的联动作用,提升行业发展水平、加大财政支持力度、夯实政策制度保障、强化数字技术支撑和提升特色品牌价值,充分发挥技术、组织和环境条件之间的协同效应,因地制宜采取符合自身实际的组合路径,促进农产品网络零售高质量发展,助力农民增收创收和乡村全面振兴。

Based on the TOE framework and case studies from 34 counties in China,the Clear Set Qualitative Comparative Analysis(csQCA)method is used to explore the linkage effect and path selection of technological,organizational,and environmental conditions on the factors affecting the online retail of agricultural products in counties,and three types of adaptive solutions to promote the rapid development of online retail of agricultural products in counties are explored and identified.It is found that:the single condition is not a necessary condition for the rapid development of online retail of agricultural products in counties,and counties that do not have advantages in one or some aspects can achieve rapid development through configuration effects;there are diverse configuration paths to promote the rapid development of online retail of agricultural products,there are differences in the development paths of online retail of agricultural products in different counties,and different combinations of variables under different conditions can achieve the same goal;these configurations can be divided into three types,namely organizational driven,environmental driven,and organizational environmental driven;the level of industry development and the level of financial support for agriculture are the two core conditions for the rapid development of online retail of agricultural products,indicating that the development of online retail of agricultural products requires the transformation of industrial structure and the support of financial funds;and for counties with high levels of digital technology,with policy and institutional guarantees and financial support for agriculture,the development level of the industry can be replaced by the shaping of the main brand.The counties need to comprehensively consider the linkage effect of various conditions,improve the development level of the industry,increase financial support,consolidate policy and institutional guarantees,strengthen digital technology support,and enhance the value of its featured brand;and they also need to fully leverage the synergistic effect between technology,organization,and environmental conditions,and adopt a combination path that is in line with their own reality,so as to promote the development of high-quality network retailing of agricultural products,and help farmers increase their incomes and revitalize the countryside in an all-round way.