At present, China is in a new stage of development, and agricultural e-commerce has become an important starting point to realize the rural revitalization strategy. As an indispensable market subject of agricultural e-commerce ecosystem, it is particularly critical to analyze the impact factors of farmers' participation in the development of agricultural e-commerce. The purpose of this study is to study the key influence factors of farmers 'participation in the development of e-commerce, understand farmers' perception of online sales of agricultural products, and analyze the positive and negative factors of farmers' participation in the development of e-commerce. This paper collected data by interviewing three farmers in three different villages in the Qinling Mountains of China. ATLAS. ti software performed the analysis. The research results show that the effective participation of farmers in the development of e-commerce depends not only on the influence of a certain factor, but on the influence of a combination of multiple factors, that is, family income increase and government services are positive factors, and development opportunities and comprehensive e-commerce services are negative factors. Through analysis, we found that the following countermeasures and suggestions were proposed for farmers participating in agricultural products e-commerce to help rural revitalization. First, we need to improve rural human capital, second, we will support the diversified construction of e-commerce service stations and the optimization and upgrading of service functions, accelerate the formation of a modern agricultural products circulation system, and fourth, strengthen the construction and integrated application of new infrastructure. Due to limited collection time, the regional distribution of samples in this study was concentrated and the number of respondents was small. The sample size cannot not represent all Chinese farmers participating in e-commerce.

Enhancing green innovation for business sustainability represents a pressing global challenge. In the context of the manufacturing industry, the relationship between proactive green innovation (PGI) and structural social capital (SSC) remains a profoundly under-researched area. Drawing upon the theories of social capital and dynamic capability (DC), this study investigated the relationship between SSC and PGI within manufacturing enterprises via three individual and sequential mediating factors, namely cognitive social capital (CSC), relational social capital (RSC), and DC. Adopting a cross-sectional quantitative design, this study collected survey data from 485 manufacturing sector employees in China using purposive sampling. Structural equation modeling analysis of the data revealed no significant direct impact of SSC on PGI, but a strong indirect impact through the sequential mediating influences of CSC, RSC, and DC. The findings suggests that PGI within manufacturing enterprises is not wholly shaped by SSC; rather, firm-level dynamic capabilities, characterized by a sequential mechanism, plays a crucial role in achieving PGI within these enterprises. This paper offers both theoretical and practical contributions and provides recommendations for future research based on its limitations.

Digital addiction among China's rural juveniles escalates and hampers the harmony and stability of families and society. This paper investigates digital addiction among rural juveniles in China. Semi-structured interviews selected six relevant respondents in rural Shaanxi Province as samples. The study explores the degree, characteristics, causes, effects, and prevention and control of rural juveniles' digital addiction. The findings reveal the importance of digital literacy education, parent-child cognitive dislocation, and the complexity of rural juveniles' digital addiction. The study has limitations, including its limited research perspective and the need for more typical cases for analysis and discussion.

Marketing is the vital force behind business growth. Meanwhile, innovation serves as the fundamental safeguard for effective marketing strategies. And whether booming digital technology can foster and promote the innovative behavior of food enterprises has received extensive attention from a variety of societal sectors. Drawing upon the knowledge-based perspective and the theory of dynamic capability (DC), this study constructs an important emerging information technology, using knowledge management (KM) as the mediating variable and DC as the moderating variable. A theoretical model that examines the impact of digital traceability on fostering innovative behavior (IB), including creative product development, improvement in procedures, and novelty in administration within enterprises, can be outlined in this paper. Partial least squares structural equation modelling (PLS-SEM) with Smart PLS-SEM 4.0 software was used to analyze the questionnaire survey data from 372 food enterprises that have a certain foundation in digital traceability (DT) and are located in three demonstrative regions for the construction of traceability systems. The empirical results indicate the following: 1. DT significantly impacts the IB of food firms; 2. KM plays a mediator role between DT and IB; 3. DC regulates the moderate effect in the first half (DT-KM) and the second half (KM-IB).