A study on the synergistic relationship between the influencing factors of E-commerce and rural revitalization in China

Abstract E-commerce has become a key driver of rural revitalization, and the intrinsic demands of rural revitalization have provided new momentum to e-commerce development. Drawing on panel data from 30 provincial-level administrative regions in China from 2013 to 2023, this study analyzes the spatiotemporal evolution patterns and influencing factors of the synergistic relationship between e-commerce and rural revitalization using a coupling coordination model, an obstacle degree model (to identify obstacle factors), and a panel fixed-effects model (to determine external driving factors). The findings of this study are as follows: (1) During the study period, the coupling coordination degree between e-commerce and rural revitalization in China exhibited an overall trend of low growth, with significant regional differences. (2) Insufficient internet infrastructure and relatively low living standards constituted the key constraints restricting the coordinated development of the two systems.(3) With respect to external factors, high economic and financial development levels significantly promoted the enhancement in coordination both nationally and across regions. However, the effects of fiscal support, tax burden, social consumption, and population density exhibited regional heterogeneity. In response, targeted policies should be designed to address specific shortcomings, such as internet access and household income, as well as regional disparities. Differentiated action guidelines should be provided for market entities including platforms, logistics providers, and rural operators.