农村电商人才胜任力模型构建——以川陕地区为例
Construction of Competency Model for Rural E-commerce Talents——Taking Sichuan and Shaanxi as Examples

数字经济时代，电商促进了区域经济协调发展，人才为缩小数字鸿沟提供了智力支持。运用文献研究法、行为事件访谈法提取农村电商人才胜任力模型要素，对川陕地区农村电商示范县中的电商从业者进行了调研，并通过探索性因子分析及验证性因子分析进行模型检验，构建了农村电商人才胜任力模型。模型包括外显的经营能力、基础能力、从业知识3个维度，以及内隐的职业素养、个人品质2个维度。基于农村电商人才胜任力模型，从培养机制、培训体系、绩效考核体系以及薪酬管理体系4个方面为农村电商人才培养提出相应建议。
In the era of digital economy, e-commerce industry promotes the coordinated development of regional economy, and talents provide intellectual support to narrow the digital divide. In this paper, the literature research method and behavioral interview method are used to establish the competency factors for rural e-commerce personnel. Distributing 325 survey questionnaires to e-commerce practitioners in rural e-commerce demonstration counties in Sichuan and Shaanxi, 292 valid questionnaires were collected. The model tests were conducted through exploratory factor analysis and confirmatory factor analysis. The rural e-commerce talent competency model was constructed, which includes three external dimensions: operating ability, basic ability, and professional knowledge, and the inner two dimensions: professionalism and personal quality. Based on this model, suggestions were raised for the cultivation of rural e-commerce talents from four aspects: building a collaborative training mechanism, establishing a targeted training system, building a performance evaluation system, and designing a salary management system.