集群社会资本影响农户网店经营绩效的机理分析

淘宝村是以农户为网店经营主体的新型农村产业集群。基于8个发展比较成熟的淘宝村案例，运用扎根理论方法，质性研究集群社会资本对农户网店经营绩效的影响机理。研究发现，集群社会资本通过作用于资源获取、创新能力和市场开拓3个中介变量影响农户网店经营绩效：集群网络和集群声誉通过作用于资源获取对农户的网店收入产生影响；集群网络和集群规范通过作用于创新能力对农户的网店收入和销量产生影响；集群声誉通过作用于市场开拓对农户的网店销量产生影响。

Cluster Social Capital and Household E retailing Performance

Taobao village is a new kind of rural industry cluster with e shops opened by smallholders. Based on eight cases of developed Taobao village, this paper made a qualitative study on the mechanism of how cluster social capital affecting household e retailing performance by using grounded theory methodology. It is found that cluster social capital affects household e retailing performance by acting on three intermediate variables of resources access, innovation, and marketing expansion. Specifically, cluster networks and cluster reputation have an impact on household e retailing income by affecting resources access; cluster networks and cluster norms exert an influence on household e retailing income and sales by affecting innovation; cluster reputation makes a difference on household e retailing sales by affecting marketing expansion.