Analysis of the integration of e-commerce and rural lives in China

Abstract

Goal. The aim of the study is to investigate on how e-commerce is integrated in Chinese rural farmers’ lives and its impact.

Data. The primary data consists of 30 social media posts from four popular social media e-commerce platforms in China: Weibo, Xiaohongshu, TikTok, and Kuaishou.

Analysis. The study used the performance of rurality with computing as theoretical lens to conduct content analysis. The posts were first coded under three themes: infrastructure, situated use, and geography, and then summarized into keywords.

Findings. The study found out that the current state of rural e-commerce in China validates the uniqueness and richness of rurality. The vibrant vitality of rural e-commerce proves that rural areas are not passive recipients of assistance but can be active agents of development.

Contribution. This study contributes to ICT4D research by providing implications for both technological design of e-commerce platforms and rural revitalization.