Digital Literacy Survey and Promotion Strategies of Rural E-commerce under the Perspective of Digital Economy—Taking Yiwu as an Example

Abstract

Digital technology and the e-commerce industry are deeply integrated, and the pace of digital transformation of various industries is accelerated. In this context, digital transformation has given rise to the growth of e-commerce operated by rural residents. In addition, as a digital depression, digital literacy has become one of the most important influences on rural e-commerce practitioners’ future survival and development. Their digital literacy evaluation indicators were designed through a literature survey, expert survey method, and other methods. Moreover, the questionnaire on the digital literacy level is prepared according to the derived indicators, and the survey data of 436 rural e-commerce practitioners in Yiwu are statistically analyzed. Finally, the path of enhancement is given.

Keywords: e-commerce; rural residents; digital literacy