Study on the Legal Path of Rural E-Commerce Development under the Background of Rural Revitalization—Taking Youyang County in Chongqing as an Example

在乡村振兴战略推动下，农村电商已经成为酉阳县经济发展的新动能，但其可持续发展面临着法治保障不足的瓶颈。本文基于实地调研与案例分析，揭示了酉阳农村电商存在的三大法律困境：合同效力认定难(交易依赖口头协议)、消费者权益救济弱(维权成功率低)及数据安全风险高(个人信息泄露)。研究发现，上述问题的根源在于法律规则与乡土社会的脱节、执法资源结构性匮乏以及主体法治意识薄弱。对此，本研究构建“嵌入式法治”理论框架，主张通过规则嵌入(融合村规民约)、组织嵌入(设立村级法律服务站)及文化嵌入(本土化普法)实现国家法与民间法的有机协同。具体对策为完善规则体系、创新执法司法机制和完善法律服务供给。本研究不仅为西部山区农村电商法治化提供实践路径，亦为乡村振兴战略下的基层治理创新贡献理论视角。Driven by the rural revitalization strategy, rural e-commerce has become a new driving force for the economic development of Youyang County, but its sustainable development is facing the bottleneck of insufficient rule of law. Based on field research and case analysis, this article reveals the three major legal dilemmas of rural e-commerce in Youyang: difficulty in determining the validity of contracts (transactions rely on oral agreements), weak consumer rights relief (low success rate of rights protection) and high data security risk (personal information leakage). The study found that the root cause of the above problems lies in the disconnection between legal rules and local society, the structural lack of law enforcement resources, and the weak awareness of the rule of law. In this regard, this article innovatively puts forward the theoretical framework of “embedded rule of law”, and advocates the organic coordination of national law and civil law through rule embedding (integrating village rules and civil contracts), organizational embedding (setting up village-level legal service stations) and cultural embedding (local popularizing the law). The specific countermeasures are to improve the rule system, innovate the law enforcement and judicial mechanism and improve the supply of legal services. This study not only provides a practical path for the rule of law of rural e-commerce in the western mountainous areas, but also contributes a theoretical perspective to the innovation of grass-roots governance under the rural revitalization strategy.