Spatial Characteristics and Influencing Factors in Supply–Demand Matching of Rural Social Values: A Case Study of Yangzhong City, Jiangsu Province

The spatial mismatch between the supply and demand of rural values is a key cause of the rural identity crisis. Promoting a shift in rural value research from a resource-oriented to a subject-perception-oriented approach is a crucial pathway to addressing this crisis. From the perspective of subjective perception, this study introduces the concept of rural social values (RSVs). Taking Yangzhong City, Jiangsu Province, as a case study, the SolVES model, comparative analysis, and structural equation modeling (SEM) were employed to investigate the spatial matching between RSV supply and demand. The main findings are as follows: (1) RSV supply exhibits a complex pattern characterized by “ecological baseline constraints” and “urban–rural boundary differentiation”; (2) RSV demand is shaped by both the collective expectations of subjects and the actual supply level of rural areas; (3) RSV supply–demand matching exhibits a complex situation coexisting with universal deficits, structural surpluses, and regional misalignments; (4) geographical environment and socio-economic conditions are key factors influencing the spatial matching between supply and demand at the village level, while the impact of individual characteristics is overshadowed by the overall village environment. This study not only provides a new theoretical perspective for understanding the rural value identity crisis, but also offers practical references for rural spatial governance in Yangzhong City and similar regions.