A Review of the Economic Effects of Rural E-Commerce: Dual Perspectives from County-Level Structures and Household Behaviors

随着数字乡村战略持续推进与电商平台加速下沉，农村电商迅速发展，日益成为重塑县域经济结构和农户经济行为的重要力量。本文聚焦农村电商的经济效应，基于县域与农户的双重视角，重点关注农村电商推动县域经济发展、改变农户行为的具体表现。通过系统梳理现有研究成果，归纳其主要结论、方法与不足，指出当前在机制识别、区域异质性解释及平台制度分析方面仍存局限。未来研究应加强“平台–县域–农户”的多层级路径识别，关注制度环境与能力约束，深化对农村电商经济效应的结构性理解与政策回应，旨在为相关研究提供系统回顾与理论支撑。With the continued advancement of the Digital Village Strategy and the rapid expansion of e-commerce platforms into rural areas, rural e-commerce has become an increasingly important force in reshaping county-level economic structures and household economic behaviors. This study focuses on the economic effects of rural e-commerce from a dual perspective of counties and households, with particular attention to how e-commerce drives regional economic development and transforms rural household behavior. By systematically reviewing the existing literature, the paper summarizes major findings, methodologies, and limitations, and identifies gaps in causal mechanism identification, regional heterogeneity analysis, and platform governance frameworks. Future research is encouraged to strengthen multi-level transmission path analysis across “platforms, counties, and households”, with greater emphasis on institutional contexts and capacity constraints, in order to deepen the structural understanding of rural e-commerce’s economic effects and inform relevant policy and theoretical development.