The Research on Rural E-commerce Entrepreneurship: Literature Review and Prospects

This paper explored the mechanism of rural households' e-commerce entrepreneurship from the aspects of system situation, market driving and individual choice, and the effect of e-commerce entrepreneurship on poverty reduction and the heterogeneity of entrepreneurship behavior of different e-commerce farmers. It found that the spatial resource heterogeneity and the knowledge heterogeneity lead to the difference of the entrepreneurial effect of farmers. The study also evaluated and analyzed the development of rural households' e-commerce with low Internet penetration from the aspects of system mechanism, organizational form, risk perception and other dimensions. Moreover, it analyzed the influential factors of e-commerce entrepreneurship development from individual, market and social factors. The research on rural e-commerce entrepreneurship needs to be deepened from the perspective of sustainability. The way and direction to deepen the research is to broaden its perspective, innovate its methods and deepen mechanism research. The key to the sustainable development of rural e-commerce entrepreneurship lies in the establishment of good policy transmission mechanism, effective resource link mechanism, multi-participation linkage mechanism, and healthy value guiding mechanism.