农村电商赋能乡村振兴中工作人员的数字素养缺口与补偿机制研究
Research on the Digital Literacy Gap and Compensation Mechanism of Staff in Empowering Rural Revitalization through Rural E-Commerce

本研究围绕农村电商赋能乡村振兴中工作人员数字素养展开。在数字经济发展及政策推动二者融合的背景下，明确“农村电商赋能乡村振兴”是以电商技术驱动乡村多方面发展的过程，“工作人员数字素养”涵盖技术、政策、伦理三方面能力。基于数字鸿沟与电子商务生态系统理论构建框架，明确不同主体数字化能力需求。研究发现，基层管理人员、电商运营者、新农人/农户代表在技术操作、政策认知、协调管理维度存在素养缺口。例如基层管理人员对复杂数据分析软件操作不熟练，电商运营者对法规理解不深，新农人/农户代表农业生产数字化技术应用不足等，这些受培训资源、人才、技术标准等因素影响，制约农村电商发展。文章针对性设计补偿机制，包括定制培训、技能竞赛、技术帮扶等，并明确实施、操作、责任及保障内容。未来应深化实证研究，收集数据量化分析；关注技术和行业动态调整研究内容；融合多学科完善理论，为提升人员素养和推动乡村振兴提供支撑。
This research focuses on the digital literacy of workers in the process of rural e-commerce empowering rural revitalization. Against the backdrop of the development of the digital economy and the promotion of the integration of the two by policies, the concepts of “rural e-commerce empowering rural revitalization” and “workers’ digital literacy” are clearly defined. The former refers to a systematic process of driving the development of various aspects of the countryside through e-commerce technology, while the latter encompasses three aspects of capabilities: technology, policy, and ethics. A framework is constructed based on the digital divide theory and the e-commerce ecosystem theory to clarify the digital capabilities requirements of different subjects. The study reveals that grassroots administrators, e-commerce operators, and new farmers/peasant representatives have literacy gaps in technical operation, policy cognition, and coordination management. For example, grassroots administrators are not proficient in operating complex data analysis software, e-commerce operators have a poor understanding of regulations, and new farmers/peasant representatives have insufficient application of digital technologies in agricultural production. These are influenced by factors such as training resources, talent, and technical standards, restricting the development of rural e-commerce. The article designs corresponding compensation mechanisms, including customized training, skill competitions, technical assistance, etc., and clarifies the implementation, operation, responsibilities, and guarantees. In the future, empirical research should be deepened by collecting data for quantitative analysis; attention should be paid to technological and industry trends to adjust research content; and multiple disciplines should be integrated to improve the theory, providing support for enhancing the literacy of workers and promoting rural revitalization.