The Construction of Multi-dimensional Dynamic Characteristics of Rural E-commerce and the Development of Related Scale
WANG Rui-feng
（School of International Business，Qingdao Huanghai University，Qingdao 266427，Shandong，China）
Abstract：As the most extensive practice and application of the platform economy in the field of“agriculture，rural areas and farmers”，rural e- commerce has played an important role in targeted poverty alleviation ，transformation of agricultural development methods，broadening of agricultural product sales channels，breaking information asymmetry，and driving farmers to start businesses and increase income. But its theoretical basic research lags behind its practical application. In order to expand the theoretical research foundation of rural e- commerce and explore the influencing mechanism of rural e- commerce on agricultural and rural economic development， increasing farmers’ income， innovation and entrepreneurship， industrial agglomeration， and industrial transformation and upgrading， the author uses grounded theory to refine the evolution characteristics of rural e-commerce，develops a scale to test the multi-dimensional evolution of rural e-commerce ，and testifies the scientificity and practicality of this scale. It is found that rural e-commerce has the characteristics of model differences ，social functionality，user specificity，unbalanced economic development，weak competition，weak foundation，resource integration， government support，and gradual innovation，which can be divided or consolidated into such five dimensions as platform ，user， region，foundation，and innovation. And the five dimensions have both common attributes and their independent attributes are both interrelated and inseparable，forming an organic whole. The multi- dimensional dynamic characteristics scale of rural ecommerce，which is developed based on this，is very effective. And this scale can be used to effectively present the characteristic facts and uniqueness of rural e-commerce.
Key words：rural e-commerce；dynamic characteristics；Grounded theory；PCA；SEM