The Influencing Factors And Improvement Path Of Rural E-commerce Public Service System Construction

The public service system of rural e-commerce is the basic premise to guarantee the healthy,orderly and sustainable development of rural e-commerce,and plays a vital role in helping the poverty alleviation and rural revitalization of e-commerce.The government has carried out a series of measures to promote the construction of rural e-commerce public service system.A typical one is the "Comprehensive demonstration project of ecommerce into rural areas" which has been implemented nationwide since 2014.At present,although the construction of rural e-commerce public service system has made great progress,there are still problems such as unbalanced construction distribution and uneven construction quality.Therefore,it is a common concern of the current government and academia to clarify what factors cause the difference in the effectiveness of the construction of rural e-commerce public service system among different regions and what conditions are the essential elements affecting the construction of highly effective rural e-commerce public service system.Based on this,Thesis uses TOE theoretical framework,takes 26 national e-commerce integrated demonstration counties in 2019 as sample cases,and uses fuzzy set qualitative comparative analysis method(fs QCA)to analyze the influencing factors and improvement paths of technical,organizational and environmental conditions on the effectiveness of rural e-commerce public service system construction.Specifically,Thesis firstly combs and classifies the relevant literature of rural ecommerce public service system and systematically explains the theoretical basis of TOE theory and configuration theory,and then obtains the analysis framework of this research based on TOE theory.Secondly,based on the perspective of configuration,the relationship between the five antecedent variables of digital infrastructure construction,technical talent reserve,government attention distribution,economic development and transportation and logistics facility endowment and the construction effect of rural ecommerce public service system was explored.Then,the fs QCA method was used to conduct conditional configuration analysis with 26 national e-commerce integrated demonstration counties in 2019 as cases,to explore the necessity and adequacy of various andexerent variables to the results,and to obtain four improvement paths for the construction of rural e-commerce public service system.Finally,Yanling County,Huidong County,Gutian County as a typical case,respectively to explain and prove the four paths.The findings are as follows:(1)Digital infrastructure construction,technical talent reserve,government attention allocation,economic development and transportation and logistics facility endowment cannot be taken as the necessary conditions for the construction of rural e-commerce public services alone;(2)There are multiple concurrent causalities in the construction of Chinese rural e-commerce public service system,and the construction effect is affected by multiple factors;(3)Through the configuration analysis,four Chinese rural e-commerce public service system to improve the path,which can be summed up as: "technical talent type","transportation logistics type","economic coordination type","government-economic double-wheel drive type".Thus,it can be seen that the construction of rural e-commerce public service is a synergistic action of multiple factors,and the effective combination of all factors improves the construction path of rural e-commerce public service system in a way of "leading to the same destination".