A Study On The Value Creation Process Of Rural E-commerce From The Perspective Of Digital Empowerment

Agricultural and rural modernization is the overall goal of rural revitalization strategy,and the development of "digital agriculture" is the only way to realize agricultural and rural modernization.Recently,with the vigorous development of digital technology,digital technology is constantly penetrating into various fields,and the development of rural areas is also combining with the corresponding digital technology.The rural digital transformation has become the inevitable trend of rural development in the future.Rural e-commerce is an important embodiment of rural digital transformation.Its strong economic benefits promote the construction of new countryside,promote rural urbanization,and promote the economic development of agriculture and rural areas.At the same time,the rapid development of digital technology has brought new development modes and challenges to rural e-commerce.However,due to the relatively backward network facilities and service level,relatively slow industrial digitization process and relatively backward digital education and training system in rural areas,the breadth and depth of digital technology penetration into rural areas are also restricted to a large extent.In order to verify that digital technology can promote the development of rural e-commerce,this paper,based on the research background of rural digital transformation and from the perspective of digital enablement theory,proposes an impact mechanism of digital enablement on the value of rural e-commerce from three levels:structural enablement,psychological enablement and resource enablement.On this basis,combined with the questionnaire data collected from 260 rural e-commerce participants across the country,the structural equation model and SmartPLS3.0 were used for data analysis,and the impact of rural digital transformation and digital empowerment on rural e-commerce value creation was analyzed.It is found that rural digital transformation and digital empowerment(structural empowerment,psychological empowerment,and resource empowerment)can have a significant positive impact on the value creation process of rural e-commerce.At the same time,this study studies the impact of rural digital transformation on the value of rural e-commerce from the perspective of digital empowerment,which is a relatively new research entry point,and can play a certain reference role for future research on rural digital transformation,rural e-commerce and digital empowerment.