From “Digital Divide” to “Digital Inclusion”: Rural E-Commerce Participation Paths and Support Measures

在数字经济与乡村振兴战略交汇的背景下，乡村电商发展面临技术排斥、文化断裂与利益失衡的多重困境。本文突破传统“技术赋能”的单向逻辑，构建“技术–关系–价值”协同演化的数字融入理论框架，通过云南、贵州等地的田野调查，揭示乡村电商参与的三重实践路径。研究发现：适农化技术适配通过文化调适降低技术排斥，乡土社会网络激活实现传统资源的现代转化，在地化价值创造重构数字时代的乡村经济生态。政府、企业与社会力量的协同治理机制，为破解数字鸿沟提供了文化敏感性解决方案。研究拓展了数字鸿沟理论的文化维度，为全球南方国家乡村数字化转型提供了中国经验的理论阐释。Against the backdrop of the intersection between the digital economy and the rural revitalization strategy, the development of rural e-commerce is confronted with multiple predicaments such as technological exclusion, cultural disconnection, and imbalanced interests. This paper breaks through the traditional one-way logic of “technology empowerment” and constructs a theoretical framework of “technology-relationship-value” co-evolution for digital integration. Through field investigations in Yunnan, Guizhou, and other places, it reveals three practical paths for rural e-commerce participation. The research finds that the adaptation of technology to agriculture reduces technological exclusion through cultural adjustment, the activation of rural social networks realizes the modern transformation of traditional resources, and the creation of localized value reconstructs the rural economic ecology in the digital age. The collaborative governance mechanism of the government, enterprises and social forces provides a culturally sensitive solution to bridge the digital divide. The research expands the cultural dimension of the digital divide theory and provides a theoretical interpretation of China’s experience for the digital transformation of rural areas in the Global South.