Comprehensive Evaluation and Obstacle Factor Analysis of High-Quality Development of Rural E-Commerce in China

The high-quality development of rural e-commerce is not only one of the important tasks to solve the “three rural” problems and comprehensively promote rural revitalization, but also the internal requirement to implement the new concept of high-quality development and promote the quality and efficiency of rural industries. On the basis of clearly defining the connotation of high-quality development of rural e-commerce in China, this paper established an evaluation index system of high-quality development of rural e-commerce and analyzes the high-quality development level and main restrictive factors of rural e-commerce in China under the new development concept by using the entropy method and an obstacle factor diagnosis model. The results showed that from 2015 to 2020, the overall development quality of rural e-commerce in China showed an upward trend, but it still needs to be improved. The five dimensions of innovation, coordination, openness, green and sharing have different degrees of impact on the development quality of rural e-commerce in China at the present stage, which are as follows: coordination, innovation, sharing, green and opening. The main obstacles to the high-quality development of rural e-commerce in China are coordination and innovation. Researchers; the difference in Internet penetration between urban and rural areas; the upward proportion of agricultural products; regional difference; and industrial agglomeration are the main obstacles to the high-quality development of rural e-commerce in China. Finally, aiming at the main restrictive factors, this paper puts forward the corresponding development countermeasures from five aspects: innovation, coordination, openness, green and sharing.