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Research on the Development Mechanism of Rural E-Commerce Based on Rooted Theory: A Co-Benefit-Oriented Perspective

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  • Fang Sun

    (School of Management, Shandong University of Technology, Zibo 255000, China)

  • Jia Li

    (School of Management, Shandong University of Technology, Zibo 255000, China)

Abstract

Rural e-commerce is a specific practice in the context of rural revitalization and common prosperity, but its short average life expectancy is also a serious practical problem. Therefore, it is of great theoretical and practical significance to conduct in-depth research on its development mechanism based on the perspective of common benefit orientation. An exploratory study of Longmei e-commerce using rooted theoretical methods found that: (1) the development of rural e-commerce can be divided into three stages: government-driven period, two-way interaction period, and co-benefit creation period under the perspective of co-benefit orientation; (2) the action path of the three major dynamic factors of policy promotion power, enterprise pulling power, and network synergy power is further identified; (3) and a unique development mechanism that transforms the common benefit orientation into the differentiated competition strategy of the enterprise is excavated. This provides a reference for solving the dilemma of rural e-commerce survival, achieving sustainable development, and promoting the revitalization of rural industries and common prosperity.

Suggested Citation

  • Fang Sun & Jia Li, 2022. "Research on the Development Mechanism of Rural E-Commerce Based on Rooted Theory: A Co-Benefit-Oriented Perspective," Sustainability, MDPI, vol. 14(20), pages 1-15, October.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:20:p:13242-:d:942756
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    References listed on IDEAS

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