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Impact of Big Data Products on the Entrepreneurial Performance of E-Commerce Farmers: Evidence from China

Author

Listed:
  • Yiwu Zeng
  • Lili Li
  • Baogang Li
  • Huanxin Gong
  • Guojun Zhang

Abstract

Rural e-commerce, dominated by entrepreneurial farmers, is growing rapidly in developing countries, especially in China. However, with the expanding scale of e-commerce farmers, the competition is becoming fierce, and their entrepreneurial performance is facing difficulties in growth. Pioneering practices in China show that big data can promote the sustainable development of e-commerce farmers. This paper attempts to explore how big data products affect e-commerce farmers’ entrepreneurial performance by using the survey data from China, and structural equation modeling. Findings show that big data products significantly improve e-commerce farmers’ entrepreneurial performance. The usefulness and ease of use of and experience with big data products can enhance e-commerce farmers’ entrepreneurial alertness and dynamic capabilities. The findings have important implications for how to promote entrepreneurial growth of e-commerce farmers and big data applications in rural areas.

Suggested Citation

  • Yiwu Zeng & Lili Li & Baogang Li & Huanxin Gong & Guojun Zhang, 2025. "Impact of Big Data Products on the Entrepreneurial Performance of E-Commerce Farmers: Evidence from China," SAGE Open, , vol. 15(2), pages 21582440251, June.
    • Handle: RePEc:sae:sagope:v:15:y:2025:i:2:p:21582440251347866
    DOI: 10.1177/21582440251347866
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