Title: Identifying the characteristics of rural regions in China where e-commerce can effectively drive rural revitalisation

Authors: Lishan Zhang; Jalaluddin Abdul Malek; Mohd Yusof Hussain; Jessica Liao

Addresses: Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia, Bangi 43600, Selangor Darul Ehsan, Malaysia ' Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia, Bangi 43600, Selangor Darul Ehsan, Malaysia ' Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia, Bangi 43600, Selangor Darul Ehsan, Malaysia ' Basis International School Sichuan, Chengdu, 610200, China

Abstract: In recent years, the rapid expansion of e-commerce has revolutionised global trade, offering profound implications for rural development. This study aims to identify the characteristics of rural regions in China where e-commerce can effectively drive rural development. By developing and proposing four propositions, this study seeks to pinpoint the specific regional attributes that enhance the benefits of e-commerce. These propositions indicate that e-commerce significantly promotes income in regions with underdeveloped retail industries, younger populations, unique agricultural products, and robust logistics systems. This study reviews the existing literature and case studies to support these propositions and discusses the mechanisms through which e-commerce influences economic and social outcomes in rural areas. Additionally, it addresses challenges such as digital literacy, Internet connectivity, and logistical infrastructure. This study underscores the importance of supportive policies, including improving digital infrastructure and providing financial incentives, to maximise the potential of e-commerce for sustainable rural development. This study contributes to the broader discourse on digital inclusion and sustainable development in rural regions, offering insights into how e-commerce can be leveraged to drive economic growth and improve livelihoods.

Keywords: e-commerce; rural development; logistics; rural regions; China.

DOI: 10.1504/IJSS.2024.143431

International Journal of Services and Standards, 2024 Vol.14 No.3, pp.240 - 267

Received: 30 May 2024
Accepted: 20 Sep 2024
Published online: 19 Dec 2024 *

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