The Role of Rural E-Commerce in Reducing Agricultural Market Segmentation: Evidence from China’s County-Level Regions

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摘要

Agricultural market segmentation—defined as the fragmentation of markets due to geographical barriers, information asymmetry, and inefficient distribution—has long hindered the circulation of agricultural products in China, leading to low farmer incomes and unstable food supply. This study explores how rural e-commerce, which connects farmers directly to consumers and reduces intermediary layers, mitigates agricultural market segmentation. Using qualitative interviews with 40 farmers and quantitative analysis of county-level e-commerce transaction data (2019–2023) from 65 counties in Jiangsu and Shandong Provinces, we find that: (1) rural e-commerce significantly reduces market segmentation by expanding market reach (farmers sell to 3.2 times more regions post-adoption) and lowering information asymmetry (price differences for the same product across regions decrease by 28%); (2) two key channels drive this effect: direct farmer-consumer (F2C) sales models that cut out intermediaries, and digital platforms that provide real-time market price and demand information; (3) counties with better digital infrastructure (e.g., 5G coverage, logistics networks) see a more pronounced reduction in segmentation. These findings highlight rural e-commerce as a critical tool for integrating agricultural markets, and offer policy insights for promoting inclusive rural development.

文献引用

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