Research on the Development Mechanism of Rural E-Commerce Based on Rooted Theory: A Co-Benefit-Oriented Perspective

Fang Sun and Jia Li ()
Additional contact information
Fang Sun: School of Management, Shandong University of Technology, Zibo 255000, China
Jia Li: School of Management, Shandong University of Technology, Zibo 255000, China

Sustainability, 2022, vol. 14, issue 20, 1-15

Abstract: Rural e-commerce is a specific practice in the context of rural revitalization and common prosperity, but its short average life expectancy is also a serious practical problem. Therefore, it is of great theoretical and practical significance to conduct in-depth research on its development mechanism based on the perspective of common benefit orientation. An exploratory study of Longmei e-commerce using rooted theoretical methods found that: (1) the development of rural e-commerce can be divided into three stages: government-driven period, two-way interaction period, and co-benefit creation period under the perspective of co-benefit orientation; (2) the action path of the three major dynamic factors of policy promotion power, enterprise pulling power, and network synergy power is further identified; (3) and a unique development mechanism that transforms the common benefit orientation into the differentiated competition strategy of the enterprise is excavated. This provides a reference for solving the dilemma of rural e-commerce survival, achieving sustainable development, and promoting the revitalization of rural industries and common prosperity.

Keywords: co-benefit orientation; rural e-commerce; development mechanisms; sustainable management; rooted theory (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/14/20/13242/pdf (application/pdf)
https://www.mdpi.com/2071-1050/14/20/13242/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:14:y:2022:i:20:p:13242-:d:942756

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().