Page 122 - 《社会》2026年第2期

边缘农户触发的电商村形成

Through field surveys， data are collected on the village’s social networks， the
diffusion of e鄄commerce skills， and the engagement of households in e鄄commerce
entrepreneurship. First， the core鄄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鄄commerce entrepreneurship participation rates
across these positions reveals that the earliest e鄄commerce entrepreneurs come from
semi鄄peripheral or peripheral positions， rather than from the social core in the
village. Further analysis of the e鄄commerce skill diffusion network data using
blockmodeling and relational event modeling （REM） indicates that the diffusion of
e鄄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鄄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 鄄 minded attitude toward e 鄄 commerce entrepreneurship of
marginal peasant households served as a crucial condition in the formation of
e 鄄 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.
Keywords：marginal peasant households， emergence of E鄄commerce village， network
analysis， computational simulation

一、 问题与数据

电商技术的应用深刻改变了中国农村社会， 但乡村电商技术变革
究竟始于哪里以及为何如此，还是一个缺乏深入讨论的问题。 观察电商
村的形成与发展为回答这些问题提供了一个切入口。 在进入正式讨论
前，先呈现两个与之相关的故事。
1
朱红霞是曹县正义镇朱寨村 人，2004 年嫁给了邻村南庄
村的陆国富，那年，国富还在外地当兵。2009 年，红霞到部队探
亲，从另一位军嫂那儿学会了如何开网店。 探亲回来后，她便

1. 文中涉及的所有人名和具体的村、镇名均做了匿名化处理。

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