Work

Impact of Big Data Products on the Entrepreneurial Performance of E-Commerce Farmers: Evidence from China

Year: 2025

Type: article

Abstract: Rural e-commerce, dominated by entrepreneurial farmers, is growing rapidly in developing countries, especially in China. However, with the expanding scale of e-commerce farmers, the competition is becoming fierce, and their entrepreneurial performance is facing difficulties in growth. Pioneering practices in China show that big data can promote the sustainable development of e-commerce farmers. This paper attempts to explore how big data products affect e-commerce farmers’ entrepreneurial performance by using the survey data from China, and structural equation modeling. Findings show that big data products significantly improve e-commerce farmers’ entrepreneurial performance. The usefulness and ease of use of and experience with big data products can enhance e-commerce farmers’ entrepreneurial alertness and dynamic capabilities. The findings have important implications for how to promote entrepreneurial growth of e-commerce farmers and big data applications in rural areas.

Source: SAGE Open

DOI: 10.1177/21582440251347866

Authors: Yiwu Zeng, Lili Li, Baogang Li, Huanxin Gong, Guojun Zhang

Institutions: Hangzhou Normal University, Hangzhou Dianzi University, Northeastern University

Language: English

Topic: Digitalization and Economic Development in Agriculture

Subfield: Strategy and Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: gold

Estimated APC paid: $1,600