Key driving factors for the coordinated development of rural e-commerce and agri-product logistics

Rural e-commerce and agri-product logistics are the key engines for “industrial products to the countryside” and “agricultural products to the city.” Given the exploratory nature of uncovering the complex interaction mechanisms within this system, this study employed the grounded theory methodology. Using the grounded theory method, data were collected from 30 key practitioners in rural e-commerce and logistics across five major demonstration provinces and deeply analyzed and coded to extract the key driving factors for the coordinated development of rural e-commerce and agri-product logistics, and a corresponding theoretical model was constructed. The results indicate that the key driving factors for the coordinated development of rural e-commerce and agri-product logistics include external supportive elements, such as environmental support, reasonable mechanisms, and low-risk expectations, as well as internal driving factors including, strong capabilities, effective relationships, and a high degree of willingness. By fully understanding the expected synergistic factors, using environmental and expected synergistic factors as a foundation, mechanisms as a safeguard, and capabilities, relationships, and willingness as the fundamental driving force, rural e-commerce and agri-product logistics can achieve mutual benefits through the collaborative efforts of their respective subsystems. This approach addresses the issues of poor industrial linkage and low technical standards in agricultural product e-commerce logistics, ultimately realising the coordinated development of rural e-commerce and agri-product logistics.