Research on Influencing Factors and Configuration Paths of Online Retail Development of Agricultural Products in Counties
——A Clear Set Qualitative Comparative Analysis based on 34 County Cases
XIONG Chun-lin1，KUANG Le1 and LIU Fen2 （1.College of Public Administration and Law，Hunan Agricultural University，Changsha 410128，Hunan，China；2.College of
Oriental Science and Technology，Hunan Agricultural University，Changsha 410128，Hunan，China）
Abstract：Based on the TOE framework and case studies from 34 counties in China，the Clear Set Qualitative Comparative Analysis (csQCA) method is used to explore the linkage effect and path selection of technological ，organizational，and environmental conditions on the factors affecting the online retail of agricultural products in counties ，and three types of adaptive solutions to promote the rapid development of online retail of agricultural products in counties are explored and identified. It is found that：the single condition is not a necessary condition for the rapid development of online retail of agricultural products in counties，and counties that do not have advantages in one or some aspects can achieve rapid development through configuration effects；there are diverse configuration paths to promote the rapid development of online retail of agricultural products ，there are differences in the development paths of online retail of agricultural products in different counties ，and different combinations of variables under different conditions can achieve the same goal ；these configurations can be divided into three types，namely organizational driven，environmental driven，and organizational environmental driven ；the level of industry development and the level of financial support for agriculture are the two core conditions for the rapid development of online retail of agricultural products，indicating that the development of online retail of agricultural products requires the transformation of industrial structure and the support of financial funds；and for counties with high levels of digital technology，with policy and institutional guarantees and financial support for agriculture，the development level of the industry can be replaced by the shaping of the main brand. The counties need to comprehensively consider the linkage effect of various conditions ，improve the development level of the industry，increase financial support，consolidate policy and institutional guarantees，strengthen digital technology support， and enhance the value of its featured brand ；and they also need to fully leverage the synergistic effect between technology， organization，and environmental conditions，and adopt a combination path that is in line with their own reality ，so as to promote the development of high-quality network retailing of agricultural products ，and help farmers increase their incomes and revitalize the countryside in an all-round way.
Key words：online retail of agricultural products；NCA；csQCA；TOE analysis framework