The Role of Social Commerce in Empowering Rural Entrepreneurs in China: A Case Study of Taobao Villages

Abstract

This paper explores the transformative impact of social commerce on rural entrepreneurship in China, with a focus on the phenomenon of Taobao Villages. These villages, characterized by their significant engagement in e-commerce activities through the Alibaba-owned platform Taobao, represent a unique integration of digital technology and rural economic development. This study examines how social commerce platforms, particularly Taobao, have facilitated rural entrepreneurship, contributed to poverty alleviation, and promoted rural revitalization in China. By employing a mixed-methods approach that combines quantitative data analysis and qualitative case studies, this paper aims to provide insights into the mechanisms through which social commerce empowers rural entrepreneurs, the challenges faced, and the broader implications for rural development policy in China.