E-commerce Activities Research Articles

Is there a direct benefit of using electronic commerce and electronic banking in mitigating climate change?

The main objective of the study is to highlight the impact that the use of electronic commerce (e-commerce), electronic banking (e-banking) services have on climate change in European Union (EU) countries. Thus, we built a panel model to evaluate the correlations between e-commerce, e–banking, electronic sales channels, and climate change mitigation during 2011–2022 period for the EU countries. Furthermore, we applied the Fully Modified Ordinary Least Squares (FMOLS) method including three independent variables that evaluate the use of digital commerce applications and the dependent variable for climate change. A significant revelation of the study is the positive contribution of e-commerce activities to climate change mitigation. Furthermore, the study emphasizes the role of e-banking in decreasing the consequences of climate change. However, the study also uncovers a more complex aspect regarding electronic sales channels. It finds that not all forms of electronic sales are effective in reducing climate change impacts. Thus, the study highlights the potential benefits of e-commerce and e-banking in the context of climate change mitigation, while also warning against a one-size-fits-all approach to the adoption of digital commerce models. These findings have important implications for policymakers, businesses, and researchers aiming to align digital transformation with sustainable development goals.

The Importance of Protecting E-Commerce Consumer Personal Data

Technological advances offer various conveniences in human daily activities in order to meet their needs. One of the daily human activities that has changed due to the presence of technology is online buying and selling through e-commerce media. Shopping with e-commerce is people's choice because it saves time and costs. However, behind this convenience, attention needs to be paid to the security of consumer data on e-commerce platforms. This article will discuss the importance of protecting personal data from e-commerce consumers. This article was written using a normative type research method with a statutory approach and a conceptual approach. The legal materials used in this research are primary legal materials and secondary legal materials. The technique of collecting legal materials in this research uses literature studies (library research). The legal problem analysis technique used in this research is deductive analysis technique. The results of this research are that personal data security is very necessary in shopping activities in e-commerce, because it is related to consumer satisfaction. When consumers feel safe and are not wary of shopping on e-commerce, they will make shopping on e-commerce a priority compared to shopping conventionally.

Trademark Right Protection in Electronic Commerce: Challenges and Countermeasures

As a vital element of core intellectual property for businesses, trademarks play a crucial role in upholding brand image, safeguarding consumer rights, and fostering fair market competition. This paper aims to delve into the challenges encountered in trademark rights protection within e-commerce based on relevant content from trademark law. It further proposes corresponding legal strategies to address these challenges with the goal of promoting sustained and healthy growth within the e-commerce industry. This study uncovers complexities and covert nature associated with trademark infringement activities in e-commerce, as well as widespread cross-border trade infringements and high costs related to evidence collection and rights protection. Corresponding measures to address these issues are then proposed. The research findings underscore the significance of refining laws and regulations, bolstering international cooperation and judicial assistance efforts, intensifying enforcement measures and penalties, as well as establishing robust mechanisms for protecting rights. This paper holds substantial importance in advancing a healthy environment for e-commerce industry development, maintaining equitable competitive market conditions, safeguarding legitimate rights of trademark holders and consumers, and propelling forward intellectual property protection system construction within the realm of e-commerce.

Credit Card Fraud: Analysis of Feature Extraction Techniques for Ensemble Hidden Markov Model Prediction Approach

In the face of escalating credit card fraud due to the surge in e-commerce activities, effectively distinguishing between legitimate and fraudulent transactions has become increasingly challenging. To address this, various machine learning (ML) techniques have been employed to safeguard cardholders and financial institutions. This article explores the use of the Ensemble Hidden Markov Model (EHMM) combined with two distinct feature extraction methods: principal component analysis (PCA) and a proposed statistical feature set termed MRE, comprising Mean, Relative Amplitude, and Entropy. Both the PCA-EHMM and MRE-EHMM approaches were evaluated using a dataset of European cardholders and demonstrated comparable performance in terms of recall (sensitivity), specificity, precision, and F1-score. Notably, the MRE-EHMM method exhibited significantly reduced computational complexity, making it more suitable for real-time credit card fraud detection. Results also demonstrated that the PCA and MRE approaches perform significantly better when integrated with the EHMM in contrast to the conventional HMM approach. In addition, the proposed MRE-EHMM and PCA-EHMM techniques outperform other classic ML models, including random forest (RF), linear regression (LR), decision trees (DT) and K-nearest neighbour (KNN).

Telaah Argumen Yang Mendukung Dan Menentang Peraturan Pemerintah No 80 Tahun 2019 Tentang Perdagangan Melalui Sistem Elektronik

Business activities in e-commerce are currently rising in Indonesia along with the appearances of its regulations, like Government regulation 80/2019 which is creating pros and cons. This writing’s purpose is to analyze impacts from that particular regulation. The regulation creates better nuance in e-commerce for consumers, but doesn’t engage with small and temporary businesses. The regulation helps in regard to tax counting in e-commerce, but creates injustice between small offline and online UMKM in taxation. The regulation made the use of domain id as mandatory, while it shows national identity it’s also advancing portal’s access time due to the server that locates in Indonesia, however it’s rejected by Idea due to the consideration of domain as identity. Businessmen in e-commerce could transmigrate to platforms that are harder to reach by government's regulation. The regulation brings many good changes while also vulnerable to create harm.

The development and application of a novel E-commerce recommendation system used in electric power B2B sector.

The advent of the digital era has transformed E-commerce platforms into critical tools for industry, yet traditional recommendation systems often fall short in the specialized context of the electric power industry. These systems typically struggle with the industry's unique challenges, such as infrequent and high-stakes transactions, prolonged decision-making processes, and sparse data. This research has developed a novel recommendation engine tailored to these specific conditions, such as to handle the low frequency and long cycle nature of Business-to-Business (B2B) transactions. This approach includes algorithmic enhancements to better process and interpret the limited data available, and data pre-processing techniques designed to enrich the sparse datasets characteristic of this industry. This research also introduces a methodological innovation that integrates multi-dimensional data, combining user E-commerce activities, product specifics, and essential non-tendering information. The proposed engine employs advanced machine learning techniques to provide more accurate and relevant recommendations. The results demonstrate a marked improvement over traditional models, offering a more robust and effective tool for facilitating B2B transactions in the electric power industry. This research not only addresses the sector's unique challenges but also provides a blueprint for adapting recommendation systems to other industries with similar B2B characteristics.

ANALYSIS OF FACTORS INFLUENCING INTENTION IN USING ACCOUNTING INFORMATION SYSTEMS FOR REVENUE AND ZAKAT MANAGEMENT BY MICRO, SMALL AND MEDIUM ENTERPRISES IN E-COMMERCE

Accounting information systems (AISs) have become indispensable enterprise management tools, serving as a vital resource for promoting administrative and financial processes, facilitating decision-making, and improving overall performance. Apart from business, AISs can also be developed as zakat for sharia. In this regard, AIS plays a role in calculating zakat, making zakat payment decisions, and assisting managers in zakat allocation. This function is very beneficial for business actors, especially MSME actors. The existence of AISs can make it easier for MSMEs to manage their revenue and zakat. So, MSMEs need to be able to adopt AISs. Unfortunately, research regarding the acceptability of AIS adoption for MSMEs has not yet been conducted. Therefore, this research examines the factors of acceptance of AISs by e-commerce actors from MSMEs. By using the elements in the Technology Acceptance Model (TAM), such as Perceived ease of use (PEU) and perceived usefulness (PU) through quantitative methods and Partial Least Square Structural Equation Model (PLS-SEM) analysis, the results of data analysis in this study show that the influence of PEU and PU on IUAISs is positive and significant. This shows that IUAISs are influenced by two main variables from TAM (PEU and PU). Based on the results, this study implies that MSMEs that successfully adopt Accounting Information Systems (AISs) for revenue and zakat management can improve their administrative and financial efficiency, emphasizing the importance of understanding the factors influencing AIS acceptance among MSMEs.

Impact of COVID-19 pandemic on online consumption share: Evidence from China's mobile payment data

This study investigates the impact of the COVID-19 pandemic on the online retail market in China and explores the mechanisms underlying this relationship. By developing a theoretical model based on utility theory and consumer risk perception theory and utilizing monthly mobile payment consumption data along with the number of people diagnosed with COVID-19 at the city level in 2020, this study finds that the COVID-19 pandemic has driven an increase in the share of online consumption, thereby changing the structure of the retail market. The primary mechanism is that the pandemic boosts e-commerce activity while concurrently reducing the service quality for consumers shopping offline. Furthermore, this study confirms that online consumption has mitigated the negative impact of the pandemic on overall consumption expenditure. Heterogeneity analyses suggest that the COVID-19 pandemic has significantly increased the online share of necessity and upgraded consumption. For city heterogeneity, the effects of the pandemic on online and offline consumption structures are more pronounced in regions with larger consumption scales and lower urbanization rates. Thus, the pandemic has accelerated the development of the online retail market and strengthened consumer inertia for online channels. According to consumer inertia theory, this trend may continue even as the pandemic gradually weakens. The applicability and effectiveness of this study's conclusions and methods provide a new perspective for future research on online retail and e-commerce markets.

The Influence Of Tax Understanding, Taxpayer Awareness And Tax Sanctions On The Compliance Of E-Commerce Actors In Fulfilling Tax Obligations (Case Study of Individual Taxpayers of E-commerce Actors in DKI Jakarta Province, Indonesia)

The main problem of taxation in Indonesia is the low level of taxpayer compliance, which is caused by minimal awareness and understanding of tax obligations and neglect of tax aspects of online transactions by e-commerce actors. This study aims to analyze the effect of tax understanding, taxpayer awareness, and tax sanctions on the compliance of e-commerce actors in DKI Jakarta Province. The research method used is a quantitative approach with a sample of 100 e-commerce actors selected using purposive sampling techniques. Data were collected through questionnaires and analyzed using a t-test (partial). The results of the study indicate that tax understanding, taxpayer awareness, and tax sanctions have a positive and significant effect on e-commerce actor compliance. Based on these findings, it is recommended that the government increase tax socialization and education programs and apply strict sanctions to improve taxpayer compliance in the e-commerce sector.

Driving Success: Unveiling the Synergy of E-Marketing, Sustainability, and Technology Orientation in Online SME

In Romania, the pandemic and post-pandemic effects, coupled with the nearly 80% increase in internet service penetration, have led to an extraordinary acceleration of e-commerce activity. Rising rents and operational costs, heightened financial challenges, and the improved quality and accessibility of internet connectivity have prompted some Romanian SMEs to sell their products and services online or through other online communication networks. In this context, it becomes essential to conduct marketing research to identify factors that could stimulate business performance. The purpose of this study is to assess the impact of e-marketing orientation, sustainability orientation, and technology orientation on the performance of online SMEs in Romania. Hypothesis testing and validation of the proposed construct model were conducted using structural equation modeling with partial least squares (SEM-PLS) and multi-group analysis (PLS-MGA). The research results have indicated that all three independent variables have positive and significant effects on online SMEs’ business performance. Finally, the study suggests that SME managers should focus on integrating these three variables and on selling products and services both nationally and internationally through the internet if they aim for long-term business performance growth.

Exploring the impacts of ecommerce activities on the spatial resilience of warehouse clubs: the role of retail agglomeration

PurposeAs ecommerce becomes more prevalent, traditional brick-and-mortar retailers such as warehouse clubs (WCs) face the challenging task of maintaining and growing their customer base. This study aims to unravel the combined impact of retail agglomeration and ecommerce activities on consumer foot traffic (also referred to as “footprint”) at WC stores, placing an emphasis on the locational strategies adopted by WCs in this evolving retail landscape.Design/methodology/approachMobile-based customer foot traffic data for Costco, a major U.S. WC chain, is sourced for our analysis. We use Principal Component Analysis (PCA) to identify dimensions of general merchandise (GM) and narrow-range merchandise (NM) retail agglomeration. Two-stage least squares (2SLS) regressions are used to explore how the intensity of ecommerce activities and WC locational choices within retail agglomerations impact WC foot traffic.FindingsOur analysis highlights a notable decline in WC store visits attributable to both GM and NM ecommerce activities, with GM ecommerce presenting a more significant competitive challenge to WCs. Regarding retail agglomerations, proximity to GM clusters that include a diverse range of supercenters, department stores, and club stores, is associated with an increase in WC customer visits within their vicinity. In contrast, the influence of NM agglomerations is mixed; clusters adjacent to grocery stores lead to higher WC customer traffic compared to those focused on other specialized stores. These findings underscore the strategic importance of location in mitigating the adverse effects of ecommerce competition. Additionally, our study uncovers intricate dynamics between GM and NM retail clusters and ecommerce activities, demonstrating varied impacts on WC customer footprint.Research limitations/implicationsAccess to customer footprint data illustrates the potential of this data source for retail decision making and researchers. Our analysis is limited to one chain, notably Costco.Practical implicationsOur findings underscore the need for retailers to adeptly navigate the evolving retail landscape, including the confluence between physical and digital retail environments, to secure future success. In particular, our results emphasize the benefits of locating stores within mixed retail agglomerations and underline the need to consider the broader retail landscape in location decisions.Social implicationsThe rise of ecommerce in the U.S. has reshaped consumer behavior and altered local shopping districts’ communal dynamics. This change may spur policy interventions to help physical stores compete with online retailers, emphasizing the importance of retail diversity and community-centric environments to sustain communal retail interactions amidst digital advancements.Originality/valueThe paper makes use of a unique dataset to provide a first assessment of the combined effects of retail agglomeration and ecommerce activities on consumer foot traffic for WC retailers. Thus, this paper provides insights into the impacts on consumer shopping behavior from the dynamic interactions between physical retail clusters and online shopping behaviors.

The economic impact of E-commerce on the U.S. airports: Cost savings and productivity growth

The rise of e-commerce, fueled by digitalization and shifting in consumer demand, has revolutionized air cargo. While all e-commerce stakeholders are engaged in fierce competition to increase their market share, airports as integral elements of the air cargo supply chain could not be apathetic to this competition. This study examines the economic implication of e-commerce on high cargo volume airports, focusing on cost savings and productivity growth. Utilizing the Farrell measure of input-oriented technical efficiency, we estimate scope economies for the U.S. airports between 2009 and 2019. The results reveal higher scope economies for high cargo volume airports, indicating greater cost savings resulting from e-commerce activities. In addition, the Malmquist index is employed to assess productivity growth. The index is decomposed into technical change, efficiency change, and scale change. The findings show a 3.3% overall productivity growth in the U.S. airport industry, primarily driven by technical change. Besides, high cargo volume airports exhibit higher productivity growth compared to low cargo volume airports, with 4.1% and 2.9% growth rates, respectively. The gap between high cargo volume and low cargo volume airports widened in 2017, aligning with the pre-pandemic peak in e-commerce activity. Furthermore, high cargo volume airports experience higher efficiency gains and technical advancements. While efficiency gains are attributed to improved performance and increased capacity utilization, the technical advancements can be explained by the digitalization and customized operations associated with e-commerce. Overall, the results highlight the significant contribution of e-commerce to cost savings and productivity growth in high-cargo volume airports.

The impact of rural e-commerce participation on farmers’ entrepreneurial behavior: Evidence based on CFPS data in China

The "Three Rural Issues", encompass challenges related to agriculture, farmer, and rural area, which hold significant importance in driving comprehensive rural revitalization efforts in China. Farmer entrepreneurship, as a crucial means to enhance productivity, create job opportunities, and increase residents’ income, has gradually become a key driving force in promoting rural revitalization in the new stage of development in China. With the rapid development of rural e-commerce, farmer entrepreneurship has encountered new opportunities. This study utilizes the 2020 China Family Panel Studies (CFPS) data and employs a structural equation model (SEM) to analyze the direct impact of rural e-commerce participation on farmer entrepreneurial behavior, considering factors such as human capital, social capital, and network infrastructure. This study further explores the indirect effects and mechanisms of e-commerce participation as a mediating variable and analyzes the impact and mechanisms on agricultural entrepreneurship behavior. The findings are as follows: (1) E-commerce participation significantly promotes farmer entrepreneurial behavior; (2) E-commerce participation as a mediating variable has a positive indirect effect on the relationship between social trust, network infrastructure, human capital, and farmer entrepreneurial behavior; (3) E-commerce participation has a significant positive influence on farmer entrepreneurship in the agricultural sector, and farmers with higher levels of network infrastructure and human capital have a higher probability of choosing agricultural entrepreneurship under the influence of e-commerce participation. Finally, this study provides policy recommendations in terms of infrastructure construction, entrepreneurial policy environment, and education level, aiming to optimize the situation of farmer entrepreneurship and contribute to the comprehensive promotion of rural revitalization.Overall, the research in this paper effectively combines theory and empirical evidence to outline the direct and indirect impact mechanisms of rural e-commerce participation on farmers’ entrepreneurial behavior and agriculture-related entrepreneurial behavior and to test the effects of their impacts. First, most of the existing literature deals with farmers in individual sample areas, while the sample selected in this paper is farmers in the whole country, which is relatively more generalizable; second, most of the previous studies explore the level of e-commerce in the inter-provincial or county areas, while this paper expands the empirical study of rural e-commerce on the entrepreneurial behavior of farmers and the micro-period of agricultural entrepreneurial behavior, and focuses on the impacts of the e-commerce activities of farmers on their entrepreneurial behavior.

A Transaction Cost Model of Tax-Motivated Income Shifting into Dot-Sized Tax Havens and an Empirical Examination of E-Commerce Effects

ABSTRACT Our paper develops a new transaction cost model of tax-motivated income shifting. We analytically show that income shifted by U.S. multinational parent corporations into their tax haven subsidiaries differs from predictions based only on tax rate differences because of the transaction costs of shifting income into tax haven subsidiaries. Our model predicts that e-commerce facilitates greater income shifting by lowering the transaction costs of income-shifting operations, which theoretically supports our focus on actual income shifting instead of the traditional focus on effective tax rates alone. Empirically, we find that greater numbers of multinational corporations’ dot-sized tax havens significantly increase profits shifted out of their U.S. parent corporations and also show with a separate estimation that this amount is similar to amounts shifted into their tax haven subsidiaries, consistent with income shifting being a zero-sum strategy. This novel approach documents income shifting materially increasing with e-commerce activities that lower transaction costs. Data Availability: Data are available from the public sources cited in the text. JEL Classifications: H26; L81; F38; M48.

A Study on Marketing Strategies of Online Shopping Portals – A Comparative study on Flipkart and Amazon India

Online shopping is growing by leaps and bounds due to change in lifestyles. Economics of people have undergone a drastic change resulting vicissitudes in lifestyle. The present generation is following the technology trends and updating themselves to lead life. The purchasing in past were purely traditional and online shopping was not easily accepted as they were lacking trust. First online shopping portal in India was “Fabmart”, it was started in 1999. But was not much successful due to absence of logistics, online payments and various, As the time passed changes occurred in markets with new establishments like manufacturing firms, logistic firms with national and international services, online banking services, telecommunications, guidelines from government promoting online business and many more that were favorable for e-commerce activities. In recent past smartphones became integral part of human life, it is being used in daily activities like video calls, online shopping, e- banking, browsing, entertainment, education, cooking, health and fitness, travel and many more apart from calls. This transformation happened with advancement in telecommunication technologies and devices especially with Internet of Things, websites and Apps designed to support business online. These supporting activities provided scope for business to expand with cost reduction, Government initiation on implementing IT and IS for enhanced citizen services such as e-banking, e-administration, e-registrations, e-reservations, e-payments and so on. The rules and regulations are framed by government to take action against who surpasses them, in order to create trust in the minds of people to go online for faster and better services. Technological revolutions and its interventions in all sectors are being accepted and followed. All these favorable situations enabled businesses to enter into e- markets by creating convenience for customer to shop online. Some of the e-businesses are even influencing people’s life. Traditional business houses, which are financially strong. Started their own website for market expansion through internet. Small firms who couldn’t maintain websites were looking for the support of third party operated portals for selling their products via e-market. It was observed and treated as an opportunity by entrepreneurs to enter into e-market by creating the websites to sell products of others involved in traditional retailing, who couldn’t afford own websites and update them regularly. These portals run by e-tailors had increased market share by targeting all segments as a whole and within no time they had increase customer base in Multifood. Software professionals designed applications according to the requirements of virtual market operators, where these applications allowed sellers to upload product images that were handled by image interaction technologies in 3D forms. The buyer can view it from any angle just by a mouse click they can purchase it with online payment through banks/UPI supporting e-transaction with simplification of transaction process through secure methods like OTP and payment gateways where the consumers are preferring to shop online using net banking, debit cards, and credit cards. These institutions are linked in networks and are accessed through application programmed for smoother services and even other payment options are provided like EMI or Cash on Delivery service to increase sales. To have a good online shopping experience these online portals designed the user interfaces like websites accessed at desktop/laptop and Android Apps for smartphones that provide mobility. With user interfaces the customers can access all the features provided in portal like product search with filtration option that allows customer to explore according to prerequisites like interested brands, specifications, price range and many more. These online portals settled their brand image in the minds of customer by selling products that may belong to their own in-house brands and other companies with reduced prices by eliminating intermediaries and saving costs, compared to traditional markets. Sellers and customers are benefitted with e-market.

E-Commerce Activities Carried Out by Natural Persons. Accounting and Tax Treatment

E-Commerce Activities Carried Out by Natural Persons. Accounting and Tax Treatment

USER ACCEPTANCE OF VIRTUAL COMMERCE ON METAVERSE INSIGHTS FROM INNOVATION DIFFUSION THEORY (IDT) AND TECHNOLOGY ACCEPTANCE MODEL

In recent years, technological advancements have also influenced consumer behavior. One of the most significant developments in this regard is the metaverse. The metaverse, which has frequently captured the interest of experts, is a technological system that forms the basis of the current research. In this context, the present study examines the factors that affect the intention to use and acceptance of the metaverse system. The study constructs a research model using the Innovation Diffusion Theory (IDT) and the Technology Acceptance Model (TAM) to investigate user acceptance of conducting e-commerce activities within the metaverse system. Within this framework, structural equation modeling has been utilized to explain the acceptance of usage by potential metaverse users. The proposed research model has been analyzed using the Smart PLS 3 software package. Among the independent variables of the research, a positive and significant relationship has been found between relative advantage as a mediator and the main variables of TAM. However, no significant relationship has been identified between complexity, another independent variable, and the main variables of TAM. Additionally, a significant relationship has been established between perceived compatibility and perceived ease of use. In this context, from a consumer perspective, when evaluated experientially (effort expended), the shopping experience in the metaverse system shows similarities with physical shopping, while no relationship has been found in terms of performance. The most significant contribution of the research to the literature is that attitude and intention, which are the most important antecedents of active usage of metaverse systems, exhibit a positive and significant relationship with all the variables in the relationship.

IMPACT OF E-COMMERCE ON INDONESIA ECONOMIC GROWTH: INTERMEDIATION MODELS WITH FINANCIAL TECHNOLOGY CONSTRAINT

The COVID-19 pandemic triggered economic shocks that adversely affected the global economy. Economic growth contracted significantly. Restrictions on economic activity trigger people's shopping behavior to switch to non-cash and online systems. E-commerce, as one part of digital economic transformation, has experienced a significant increase which impacts the flow of dissemination of ideas, innovations, and information, thus encouraging economic growth. This study analyzes the Impact of e-commerce on economic growth in Indonesia during the COVID-19 pandemic using intermediation models and fixed effect analysis. The results show that e-commerce negatively and significantly impacts economic growth during 2019 and 2021. Because e-commerce stimulates economic growth in a country but needs to be supported by quality infrastructure, quality broadband internet, online security (cyber security), and digital payment systems (e-payment). The variables of online financing, efficiency of government spending, length of schooling, and number of tourists have a positive and significant effect. Meanwhile, the poverty rate and human development index have a negative and significant effect. In maximizing e-commerce activities in Indonesia, strong support and collaboration from the government, financial institutions, and the Ministry of Communication and information technology are needed.

Celebrity Support and Service Quality on Customer Satisfaction Mediated by Brand Image of Tokopedia Users

Tokopedia, currently ranked second, trails behind Shopee, indicating the need for enhanced performance to secure the top spot. This study delves into understanding consumer behavior and the factors shaping customer satisfaction in the e-commerce landscape, with a specific focus on Tokopedia. With Indonesia witnessing a surge in e-commerce activity amidst technological advancements and fierce market competition, the research explores the impact of celebrity endorsements, service quality, and brand image on customer satisfaction. Through quantitative analysis, involving 160 participants, the study reveals that celebrity endorsements and service quality significantly influence brand image positively. However, while celebrity endorsements and service quality do not directly impact customer satisfaction, brand image emerges as a key mediator, positively affecting customer satisfaction. Thus, the findings underscore the pivotal role of brand image in shaping customer perceptions and satisfaction levels, indicating avenues for Tokopedia to enhance its performance and competitiveness in the e-commerce landscape.

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

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.