Does social capital influence farmers’ e-commerce entrepreneurship? China’s regional evidence

Yao Wang, Yuan Tian (), Muhammad Nasrullah and Rui Zhang
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Yao Wang: Jinan University
Yuan Tian: Anhui University of Finance and Economics
Muhammad Nasrullah: Xiangtan University
Rui Zhang: Xihua University

Electronic Commerce Research, 2025, vol. 25, issue 5, No 1, 3397-3425

Abstract: Abstract Rural e-commerce promotes the rapid development of the rural economy with advanced digital technology. Digital dividend attracts farmers to participate in rural e-commerce entrepreneurial activities. Using the survey data of Taobao villages in China, this study examines the impact of social capital on farmers’ participation in e-commerce entrepreneurship. The results show that social capital has a positive effect on farmers’ e-commerce entrepreneurial behavior. Additionally, different dimensions of social capital have different impacts on farmers’ e-commerce entrepreneurship. The impact of social networks and social norms on farmers’ e-commerce entrepreneurship is greater than that of social trust and social participation. The higher the educational level of farmers, the more pronounced the influence of social networks on their e-commerce entrepreneurial behavior. Moreover, we find that social capital influences farmers’ e-commerce entrepreneurship by enhancing the information capability of farmers. Information capability plays a partial mediating role in the impact of social networks and social norms on farmers’ e-commerce entrepreneurial behavior, and plays a complete mediating role in the impact of social participation. Our study emphasizes farmers’ social capital plays an important role in expanding information channels and promoting farmers’ participation in e-commerce, which provides valuable references for other countries and regions to develop rural e-commerce.

Keywords: Social capital; E-commerce entrepreneurship; Information capability; Farmers (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s10660-023-09794-2

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