Research On Information Dissemination Of Rural E-Commerce In Guangxi From The Perspective Of Social Network

In recent years,rural e-commerce is stepping into the fast lane of higher quality development.Rural e-commerce is not only an important carrier of targeted poverty alleviation,but also an important part of the digital economy.It plays an increasingly prominent role in optimizing the rural industrial structure and promoting the structural reform of the agricultural supply side,adding new kinetic energy and new carrier to rural revitalization.At the same time,the development of rural e-commerce in Guangxi still lags behind,but with superior resource conditions,it has great potential.As a new concept and information,the dissemination process and effect of e-commerce in rural areas affect the villagers’ acceptance and recognition of this new thing.In each stage of information dissemination of e-commerce helping agriculture,based on the reality of China’s rural "acquaintance society",the dissemination effect of information will be affected by its social network,The difference of villagers’ ability to obtain information from social networks will also lead to the difference of their willingness to engage in e-commerce.Therefore,under the development background of rural revitalization,it is of great significance to take the social network as the core to study the current situation of information dissemination of rural e-commerce to help agriculture,and to think about how to make effective use of the characteristics of rural social network,increase information dissemination and promote information sharing.This paper uses the combination of theoretical analysis,field research and empirical analysis,and is guided by relevant theories such as social network theory,structural hole theory,strong relationship and weak connection theory.Firstly,it expounds the objective existence of rural social network,highlights the principle of relational communication and the maintenance function of trust and credit,and analyzes the development prospect of rural e-commerce in Guangxi.Secondly,it explains the information dissemination of rural e-commerce helping agriculture from the perspective of social network structure hole.Through the research and analysis of individual members and "third parties" with a large number of structure holes in rural social network,we can better understand how they,as the connector of information,effectively spread the information of e-commerce helping agriculture and drive more villagers to join this e-commerce industry.Finally,the hypothesis and design research scheme are put forward.Using 278 villagers’ questionnaire survey data from 13 villages in Chongzuo City,Baise City and Qinzhou City of Guangxi Zhuang Autonomous Region,using binary multi line regression and binary logistic regression model,this paper focuses on the impact of social network on the information dissemination effect of e-commerce to help agriculture from the perspectives of network learning,network interaction,network trust and network reciprocity,On this basis,it analyzes the impact of social network on Villagers’ e-commerce behavior and e-commerce willingness.The results show that: first,fewer people know how to make profits through e-commerce in the sales of agricultural and sideline products in rural Guangxi.Among the surveyed villagers who are not engaged in e-commerce,nearly half of the villagers are willing to engage in e-commerce in the future.This proportion shows that e-commerce has great prospects in the future economic development of rural areas in Guangxi.Second,the information transmission path of e-commerce helping agriculture highly coincides with the rural acquaintance relationship network.At present,in the information transmission of e-commerce helping agriculture,family,clan and other kinship relationships as well as non kinship relationships such as neighbors,friends,rural elites and colleagues are the social relationships with the most frequent exchanges and interactions in the information transmission process of e-commerce helping agriculture,affecting each stage of the information transmission process.Third,social networks have significantly promoted the dissemination of information about rural e-commerce helping agriculture in Guangxi.From the empirical analysis of the four dimensions of e-learning(regression coefficient: 0.16),network interaction(regression coefficient: 0.153),network trust(regression coefficient: 0.151)and network reciprocity(regression coefficient: 0.147),it can be seen that the higher the level of villagers’ social network,the better the effect of receiving information from e-commerce and the wider the channels of receiving information.Among them,e-learning > network interaction > Network Trust >network reciprocity.The effect of E-learning on information dissemination is the strongest,and the effect of network reciprocity is the weakest.Social network has significantly promoted the occurrence of villagers’ participation in e-commerce and willingness to participate in e-commerce in Guangxi.The higher the level of social network of villagers,the greater the possibility of their participation in e-commerce,and the stronger the willingness to choose to engage in e-commerce.According to the above conclusions,the following countermeasures and suggestions are put forward: first,pay attention to the scale and influence of rural social network,expand the scale of rural social network,pay attention to the organization and mobilization of family forces,expand the collective economy and give full play to the important function of e-learning;Second,give full play to the information dissemination advantages of structural holes,tap "rural talents" as the promoters of information dissemination,and promote the positive transformation from "outsiders" to "insiders".