Rural E-commerce Ecosystem Development Paths Amid Digital Business Enabling Agriculture: A fsQCA Based on CAS Theory

Abstract

The concept of “digital business to revitalize agriculture” has emerged as a novel strategy to transform rural economies through the integration of digital technologies. This shift has led to the rise of rural e-commerce ecosystems, which are complex networks of interdependent actors and digital elements that drive innovation and value creation. However, the development of these ecosystems is highly complex and cannot be fully understood through traditional linear analyses. This study explores the development mechanisms of rural e-commerce ecosystems using Complex Adaptive Systems (CAS) theory and fuzzy-set Qualitative Comparative Analysis (fsQCA). Empirical data from multiple counties reveal several configurational pathways associated with high and low levels of ecosystem development. The findings indicate that no single digital element can independently drive high-level development; instead, synergistic interactions among digital production, supply chains, marketing, and financial support are crucial. Distinct configurations, such as the “Quadruple-Ring Synergistic Drive Type,”“Production-Marketing Dual-Core Drive Type,” and “Core Triple-Ring Drive Type,” highlight the importance of multi-stakeholder collaboration and adaptable strategies. This study provides a holistic framework through CAS and QCA, challenging traditional linear perspectives. It offers actionable insights for policymakers, practitioners, and stakeholders, emphasizing the need for flexible and context-specific approaches to promote sustainable rural economic growth.