Study On The Change Of Agricultural Product Market Trading Order Under The Background Of Social E-commerce

Benefiting from the construction of 4G network and the popularity of mobile terminals,the "digital divide" that existed in the PC Internet era has been greatly narrowed and even filled in the mobile Internet era.In this context,the booming social e-commerce has also been widely used in the agricultural products market trading.The application of new technology will promote changes in the social order,so the application of social e-commerce will lead to changes in the trading order of traditional agricultural products market.However,there is still insufficient research on this change.In view of this,from the perspective of "technology and society",this paper takes the change of the transaction order of dry tea market in Z County under the influence of social e-commerce as an example to discuss the change of the transaction order of traditional agricultural products market,its reaching and maintenance mechanism,the logic behind the change and the practical influence brought by the change in the application process of social e-commerce based on We Chat and Tiktok.To be specific,the market order of traditional dried tea trading in Z County is an acquaintance relationship,which is followed by tea farmers,tea workshop owners and tea enterprises in their daily trading practices.From the perspective of the transaction process,the traditional mechanism to achieve the order of dried tea trading includes acquaintance relationship expansion and unfamiliar relationship link,and the maintenance mechanism is quality guarantee and human maintenance.Under the influence of social e-commerce,the trading order of dry tea market has a hierarchical multi-directional change,that is,it is divided into online acquaintance relationship,semi-acquaintance relationship and quasi-acquaintance relationship.Online acquaintance relationship follows the traditional transaction relationship establishment and maintenance mechanism;On the basis of following the tradition,the semi-acquaintance relationship develops the relationship "bridge" multiplier extension and technology display maintenance;The quasi-acquaintance relationship mechanism turns to quasi-acquaintance interaction and sentiment marketing,and the maintenance mechanism turns to visibility guarantee and welfare maintenance.Specifically,from the perspective of the three market trading subjects,the tea farmer group is dominated by online acquaintance relationship,the tea workshop main group is a mixture of online acquaintance relationship and semi-acquaintance relationship,and the tea enterprise group is both online acquaintance relationship and quasi-acquaintance relationship.This shows that the market trading order not only produces differentiation between groups,but also within groups.The logic of differentiation is identical with the logic of cashing and distributing technology dividend.In practice,what affects this logic of identity is not the difference in economic status between groups or within groups,but the difference in political resources.The practical consequence of political resource logic is the insufficient realization of technology dividend and the unbalanced development of market transaction subjects.The case of the change of trading order of Z County dry tea market shows that in the era of mobile Internet,we should attach importance to "two relations" : the relationship between digital technology and the change of market trading order;The relationship between digital technology and Social inequality.The revitalization of rural industry requires a scientific study on the trading order of agricultural products market and its changes.At the same time,it also requires a discussion on the promoting role of government forces in the rational distribution of technological dividends.