社会杂志 ›› 2026, Vol. 46 ›› Issue (2): 114-146.

• 专题三：数智时代的社会逻辑 • 上一篇    下一篇

边缘农户触发的电商村形成

乔天宇(), 邱泽奇   

  • 出版日期:2026-03-20 发布日期:2026-05-19
  • 作者简介:乔天宇  北京大学社会学系，E-mail: qiaotianyu@pku.edu.cn
    邱泽奇  北京大学中国社会与发展研究中心、北京大学社会学系
    第一联系人：

    感谢刘世定、张静、周飞舟、刘能、卢云峰、李晓明、李国武、宋庆宇、张帆、刘学、赵一璋、马力、黄诗曼、肖亚宁等师友在数据收集、论文写作和修改过程中提供的指导和帮助，也感谢《社会》匿名评审给出的建设性意见。文责自负。

  • 基金资助:
    国家社会科学基金项目(23CSH066);教育部人文社会科学重点研究基地(16JJD840002)

The Emergence of E-Commerce Village Tiggered by Marginal Peasant Households

Tianyu QIAO(), Zeqi QIU   

  • Online:2026-03-20 Published:2026-05-19
  • About author:QIAO Tianyu, Department of Sociology, Peking University, E-mail: qiaotianyu@pku.edu.cn
    QIU Zeqi, The Center for Sociological Research and Development Studies of China, Department of Sociology, Peking University
  • Supported by:
    the National Office for Philosophy and Social Sciences of China(23CSH066);Humanity and Social Science Foundation of Ministry of Education of China(16JJD840002)

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摘要：

对于乡村电商技术变革来说，边缘力量不容忽视。本文基于对山东省曹县一个电商村发展案例的考察，运用社会网络方法分析实地调查数据，发现村中最早尝试电商的创业者来自村庄社会结构的半边缘或边缘位置，而非村庄的核心成员，电商技能在村中的扩散也主要得益于边缘农户的推动。结合访谈调查与计算模拟实验，本文揭示了边缘农户能率先尝试并触发电商村形成的内在机制，发现边缘农户对待电商创业更开放的初始观念构成电商村形成的重要条件，电商村的形成同时还离不开由边缘农户带动的村庄群体观念更新。

关键词: 边缘农户, 电商村形成, 网络分析, 计算模拟

Abstract:

When it comes to technological transformation in rural e-commerce, the role of marginal farmers cannot be overlooked. Marginal peasant households are the key drivers behind the emergence and development of e-commerce villages. Previous studies on the development of e-commerce villages have yet to establish an explanatory link between micro actions to macro outcomes. This study is grounded in a case analysis of Nanzhuang Village in Cao County, Shandong Province, China. Through field surveys, data are collected on the village's social networks, the diffusion of e-commerce skills, and the engagement of households in e-commerce entrepreneurship. First, the core-periphery model proposed by Borgatti and Everett is applied to to classify the social structural positions of households within the village. Analysis of the dynamic e-commerce entrepreneurship participation rates across these positions reveals that the earliest e-commerce entrepreneurs come from semi-peripheral or peripheral positions, rather than from the social core in the village. Further analysis of the e-commerce skill diffusion network data using blockmodeling and relational event modeling (REM) indicates that the diffusion of e-commerce skills in village is also primarily driven by marginal peasant households. Furthermore, this study investigates the dimension of collective attitudes. Through examining mutual influences among households and combining computational simulations with empirical observational data, this study offers a bottom-up, generative explanation for the emergence of e-commerce villages. It seeks to reveal the critical conditions and underlying mechanisms that enable marginal households to be the first to trigger this transformation. The analysis finds that the initial open-minded attitude toward e-commerce entrepreneurship of marginal peasant households served as a crucial condition in the formation of e-commence villages. At the same time, the emergence of such villages is also closely tied to the renewal of collective mindset in the village led by marginal peasant households.

Key words: marginal peasant households, emergence of E-commerce village, network analysis, computational simulation