Xiamen University - Survey on Rural Taobao Store Owners in China
Case Details
Company Profile Xiamen University, commonly abbreviated as 'XDU', was founded in 1921 by the renowned patriotic overseas Chinese leader Chen Jiaogang. It is China's first university established by overseas Chinese, holding a prominent position in modern Chinese educational history. As a directly-administered national key university under the Ministry of Education, Xiamen University is one of the first institutions selected for priority development under both the '211 Project' and the '985 Project'. It enjoys wide recognition both domestically and internationally, particularly in the fields of economics, management, and law, where it has produced significant scholarly achievements.
Research background
To gain a deeper understanding of financial behaviors and institutional practices within the context of rural e-commerce entrepreneurship, and to conduct theoretical research grounded in China's institutional and cultural context, the research team behind the project 'Theoretical and Practical Study of Corporate Financial Policies under Chinese Institutional and Cultural Contexts' at Xiamen University plans to collect primary data to support the development and empirical analysis of their research model. As a key platform for rural e-commerce, Rural Taobao serves as a vital window into the behaviors and institutional adaptation capabilities of rural entrepreneurs. Research Content In March 2021, CEIDEA Research was commissioned by Xiamen University to conduct a questionnaire survey targeting 300 rural Taobao store owners across China, employing a quantitative research approach for data collection. The survey covered aspects such as the background of e-commerce entrepreneurship, business models, financial management practices, sources and usage of funds, the degree of acceptance of external policy support, and the personal and social attributes of the store owners, aiming to construct a comprehensive portrait of rural e-commerce entrepreneurs. Expected Outcomes This research will provide the Xiamen University research team with detailed and reliable data, enabling a deeper understanding of the behavioral patterns, financial decision-making characteristics, and institutional adaptation mechanisms of rural Taobao entrepreneurs at the individual level. It will also serve as both theoretical foundation and empirical evidence for the development of a Chinese-characteristic theoretical framework for corporate financial policies. Additionally, the findings will offer valuable reference for policymakers seeking to optimize rural e-commerce support policies.
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