The driving pathways for the construction of rural e-commerce entrepreneurial ecosystem based on the TOE framework

Abstract This research explores the driving pathways for building a high-level rural e-commerce entrepreneurial ecosystem, providing valuable insights for responding to global policies promoting rural entrepreneurship and innovation and accelerating rural industrial development. However, existing studies on the “rural e-commerce entrepreneurial ecosystem” lack in-depth exploration. Based on the CAS (Complex Adaptive System) theory and TOE (Technological, Organizational, and Environmental) framework, we conducted a comprehensive case study across 31 Chinese provinces, focusing on seven key indicators within three dimensions: technology, organization, and environment. Employing the Fuzzy Set Qualitative Comparative Analysis (fsQCA) method, we examined key factors and driving pathways influencing the establishment of successful rural e-commerce entrepreneurial ecosystems in China. The main findings of this study are as follows: (1) The construction of a rural e-commerce entrepreneurial ecosystem is not driven by a single element but is the result of the combined effects of multiple facets and factors. (2) The number of leading agricultural enterprises and the establishment of e-commerce cooperatives are critical factors promoting the high-level construction of rural e-commerce entrepreneurial ecosystems. (3) Typical driving pathways for advancing the construction of rural e-commerce entrepreneurial ecosystems can be categorized into three types: technology-organization-government-driven, organization-environment-driven, and holistic synergy-driven. The research findings are instrumental in guiding the government to formulate systematic policies that support the development of leading agricultural enterprises and e-commerce cooperatives. Additionally, these policies should be tailored to the specific characteristics of different regions to create differentiated driving paths. Implementing these measures can effectively promote rural e-commerce entrepreneurship.