Research On Evolvement Of Town Residents' Life World Driven By Rural E-commerce

In the past ten years,with the rapid spread of mobile Internet in rural areas,favorable policies for rural e-commerce industry have been continuously introduced,and rural e-commerce has achieved rapid development.In the central and western regions of China,with the town as the core unit,the surrounding villages have been radiated,and the rural e-commerce has risen rapidly,becoming a beautiful landscape active in urban and rural economic and social development.The space transition of e-commerce from urban to rural areas has brought tremendous development opportunities to the countryside,shaping the spatial structure of the town and the living world of the town residents.Carrying out study on evolvement of town residents' life world driven by rural e-commerce,it is of great theoretical value and reality significance to observe and reflect on the social changes in urban and rural China,to improve the quality of life of residents,to build a new urban-rural relationship,and to serve the strategy of rural revitalization.As an "intermediate zone" in urban and rural space,towns have played an important role in the flow of resource elements,linking urban and rural areas and driving rural development.D Town of Anhui Province was originally a typical outflow-type agricultural town.On the basis of industrial transfer,the e-commerce industry flourished.From the perspective of spatial theory,this paper takes "Space-life world" as the analytical framework.Through the experience study of D town in Anhui Province,this paper sorts out the spatial structure of the town and the original form of the living world of the residents.From the perspectives of spatial deconstruction,spatial extension and spatial reconstruction,this paper systematically explores the characterization of town residents' life world driven by e-commerce,they are"colonization",diversification and rationalization of town residents.This study reveals the intrinsic relationship between spatial transformation and evolvement of town residents' life world,and show the future picture of rural e-commerce development.This study found that the evolution of the living world of town residents driven by e-commerce is a product of the combined effect of informatization and marketization.Firstly,the mutual structure of e-commerce and space has jointly promoted the evolution of the life of the residents in the town.The great development of the township e-commerce industry has broken the traditional,single,and solid time-space structure and promoted the spatial transformation of the town.Secondly,"colonization",pluralism and rationalization are the representations of evolvement of town residents' life world.Specifically,attachment and autonomy are the dual variations of spatial transformation and the life world;sharing and adapting,the personality of the town's residents has been developed,at same time,the collective culture has also been updated;the combination of present space and absent space,and the reconstruction of social relations is the breakthrough path of the life of the residents in the town.Thirdly,the mutual aid and cooperation rationality,family altruism and community unity,social network and communication rationality are the reproduction processes of the production space,living space and communication space of the town residents.In short,e-commerce is an important driving force for integrating urban and rural factor markets,promoting urban spatial transformation and the changing town residents' live world.The rheology process of the evolution of town residents' life world,is also the process of production and reproduction of the town's space.In the context of consumerism invasion,urban-rural integration is the development trend of rural e-commerce and township urban-rural relations.Rural e-commerce development under the vision of rural revitalization is an important issue and deserves in-depth and continuous research.