Exploring the Economic Empowerment Pathways of Rural Women in the New Media Era—A Case Study of E-Commerce Supporting Employment for Left-Behind Women

本研究聚焦于农村地区的留守妇女群体，深入剖析其就业现状后发现，电商的兴起为该群体带来了独特的就业优势。借助电商平台，留守妇女得以突破就业地域限制，实现自我价值与经济独立。然而，在农村电商发展进程中，也暴露出其基础设施不完善、技能培训欠缺、语言文化障碍等问题。本研究指出，虽然电商为留守妇女创造了前所未有的发展机遇，但若要实现其健康发展，需政府、社会与个人协同合作，达成“掌上电商创造财富，留守妇女经济自由”的可持续发展愿景。This study focuses on left-behind women in rural areas and conducts an in-depth analysis of their employment status, revealing that the rise of e-commerce has provided unique employment advantages for this group. Through e-commerce platforms, left-behind women can overcome geographical constraints, achieve self-worth, and attain economic independence. However, the development of rural e-commerce also exposes challenges such as inadequate infrastructure, insufficient skills training, and language and cultural barriers. This study highlights that while e-commerce presents unprecedented opportunities for left-behind women, its sustainable development requires coordinated efforts from the government, society, and individuals to realize the vision of “mobile e-commerce creating wealth, enabling economic freedom for left-behind women”.