Research On Innovation Diffusion Of E-Commerce In Rural Areas From The Perspective Of Rural Revitalization

In the context of rural revitalization,the traditional sales method has also taken a new turn,and the shopping form of "Internet + sales" has gradually been accepted by the public.Rural society has also quietly started a new sales method reform after coming into contact with the Internet.Some rural areas have combined local resources with the Internet to expand product sales channels and increase economic income through e-commerce.Daji Town,Cao County,Heze City,Shandong Province is such a typical village for Internet sales.Based on the above background,this thesis selects Daji Town,Caoxian County as the research object,and adopts research methods such as communication ethnography,participatory observation method,in-depth interview method and other research methods."The process of developing into "the prairie prairie";and to explore which factors in this process affect the spread of e-commerce,and thus how to affect the development of the region;to interpret the"wealth code" of Cao County’s rural revitalization through e-commerce.The first chapter of this thesis sorts out the development process of e-commerce in Daji Town,Caoxian County from 2009 to the present.Daji Town,which is located in the inland area,has neither natural location advantages nor abundant natural resources.However,by taking the express train of e-commerce technology,the villagers of Daji Town have independently explored a unique e-commerce development path.Under the leadership of e-commerce talents,young people returning to their hometowns to start their own businesses,and the government’s leadership,e-commerce has developed like a raging fire.The second chapter of this thesis conducts an empirical study on "Influencing Factors of E-commerce Innovation Diffusion in Daji Town".In terms of data collection,the author chose the method of qualitative research to carry out field research and collected a large number of first-hand interview materials.In terms of data analysis,the author draws on the three-level coding of grounded theory to analyze the data,and finally constructs a model diagram of influencing factors of e-commerce innovation diffusion in Daji Town.The third chapter of this thesis is the analysis,summary and conclusion of the empirical research.Based on what we saw in the participatory observation and the effective information obtained from the interview,we analyze and summarize the factors that affect the diffusion of e-commerce innovation in Daji Town,Cao County.The data in the empirical research shows that four factors: communication environment,individual characteristics of adopters,communication channels,and e-commerce’s own advantages will affect villagers’ adoption of e-commerce.The fourth chapter of this thesis focuses on the practical significance of e-commerce innovation diffusion in Daji Town,Caoxian County.The innovative diffusion of e-commerce in Daji Town has attracted the return of talents,activated the idle labor resources in rural areas,and promoted the flow of factors between urban and rural areas,which is of great significance to the development of the region.This chapter aims to highlight the changes brought about by "e-commerce" in rural areas,and to discuss in depth the importance of developing e-commerce in rural areas.The fifth chapter of this thesis summarizes the problems in the process of e-commerce dissemination and diffusion in Daji Town.It is found that in the process of e-commerce innovation and diffusion in Daji Town,there are problems such as low media literacy of village cadres and digital divide,and the problems arise.Solutions are proposed.Based on the above empirical research and analysis,this thesis believes that the innovative diffusion of e-commerce in rural areas increases the income of villagers,promotes the flow of factors between urban and rural areas,and activates idle labor resources in rural areas,which is a feasible path to achieve rural revitalization.The development of e-commerce in rural areas can be innovatively promoted by giving full play to the government’s guiding role according to the situation,creating a good innovation environment,choosing the most effective communication channels according to local conditions,and giving full play to the role of opinion leaders.Although the development of e-commerce in Daji Town,Caoxian County still has shortcomings at the current stage,its experience in the process of innovation and diffusion is still worth learning from.