Abstract:

Based on the questionnaire survey of 265 Taobao villages in Zhejiang Province, we analyze the impact of e-commerce on villages from five aspects: direct effects, specialization, related diversification, unrelated diversification and negative effects. This paper is also dedicated to classifying the samples according to the similarity degree of the effects of each village, which is calculated by the K-means clustering algorithm. The spatial distribution characteristics of different categories are analyzed. The results show that: (1) The direct effects of Taobao business are significant than the specialization effects; (2) E-commerce has promoted the related and unrelated diversification of the rural economy to a certain extent; (3) 15.4% village leaders estimated that there were disbenefits of developing e-commerce; (4) Three types of Taobao villages are obtained, which can be summarized as “large positive effects, small negative effects”,“large positive effects, large negative effects” and “small positive effects, small negative effects”; (5) The spatial distribution of Taobao Villages in different categories is obviously different. Villages of category 1 gather in most of Taobao village’s distribution area, category 2 mainly concentrate in Taizhou, Hangjiahu district and Yiwu, and category 3 is mainly located in Yiwu.

Key words: Taobao Village, e-commerce, rural economic development, cluster analysis, Zhejiang Province

摘要：

基于对浙江省265个淘宝村的问卷调查分析，从直接影响、专业化、相关多样化、非相关多样化、负面影响5个方面分析发展电子商务对村带来的影响。运用K-means聚类法根据各村受到的影响对样本进行分类，并分析不同类别淘宝村空间分布特征。研究发现：①电子商务在提高收入、产品销量等直接经济影响方面的效用比在促进专业化方面的效用更为显著；②电子商务一定程度上促进了乡村经济的相关多样化和非相关多样化；③电子商务存在一定的负面影响，造成了村庄的过度拥挤和环境污染；④聚类得到了3类淘宝村，可归纳为类别1“正面影响大、负面影响小”、类别2“正面影响大、负面影响大”和类别3“正面影响小、负面影响小”三种；⑤各类别淘宝村空间分布差异明显，类别1淘宝村在大多数分布区域中都形成集聚区，类别2淘宝村集聚区主要位于台州市、杭嘉湖区域以及义乌市等地，类别3淘宝村则主要聚集于义乌市。

关键词: 淘宝村, 电子商务, 乡村经济发展, 聚类分析, 浙江省