Knowledge and drivers of rural e-commerce entrepreneurial vibrancy: A fuzzy-set qualitative comparative analysis study

Fostering rural e-commerce entrepreneurial vibrancy is crucial for achieving regional economic transformation and sustainable development. However, existing research has predominantly examined the net effects of individual factors, overlooking the diverse pathways and complex causal mechanisms that shape high levels of entrepreneurial activity. Integrating entrepreneurial ecosystem theory with a configurational perspective, this study proposes an analytical framework that incorporates resource, social, and institutional elements. Using fuzzy-set qualitative comparative analysis on 28 provincial-level administrative regions in China, the study identifies three equifinal pathways to high rural e-commerce entrepreneurial vibrancy: the endogenous factor-driven path, a formal institution-driven path, and a multi-source support-compensatory path. An in-depth analysis of the underlying mechanisms reveals that these pathways correspond to the logics of opportunity leveraging, opportunity building, and institution empowering, respectively. A cross-configurational comparison further identifies two higher-order driving logics: opportunity anchoring and institution anchoring. By moving beyond traditional linear assumptions, our findings highlight the configurational effects that drive rural entrepreneurship, including the substitutional and complementary relationships among constituent elements. These insights not only provide policymakers with a foundation for developing precise, context-specific strategies that transcend "one-size-fits-all" approaches but also offer a novel theoretical perspective on how less-developed regions can achieve endogenous development through diverse combinations of resource endowments.