Impact of Big Data Products on the Entrepreneurial Performance of E-Commerce Farmers: Evidence from China

Yiwu Zeng, Lili Li, Baogang Li, Huanxin Gong and Guojun Zhang

SAGE Open, 2025, vol. 15, issue 2, 21582440251347866

Abstract: Rural e-commerce, dominated by entrepreneurial farmers, is growing rapidly in developing countries, especially in China. However, with the expanding scale of e-commerce farmers, the competition is becoming fierce, and their entrepreneurial performance is facing difficulties in growth. Pioneering practices in China show that big data can promote the sustainable development of e-commerce farmers. This paper attempts to explore how big data products affect e-commerce farmers’ entrepreneurial performance by using the survey data from China, and structural equation modeling. Findings show that big data products significantly improve e-commerce farmers’ entrepreneurial performance. The usefulness and ease of use of and experience with big data products can enhance e-commerce farmers’ entrepreneurial alertness and dynamic capabilities. The findings have important implications for how to promote entrepreneurial growth of e-commerce farmers and big data applications in rural areas.

Keywords: big data; product attributes; e-commerce farmers; entrepreneurial performance; China (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/21582440251347866 (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:sae:sagope:v:15:y:2025:i:2:p:21582440251347866

DOI: 10.1177/21582440251347866

Access Statistics for this article

More articles in SAGE Open
Bibliographic data for series maintained by SAGE Publications ().