TECHNOLOGY AND WOMEN: THE DYNAMIC PROCESS OF GENDER RELATION CHANGE IN THE DEVELOPMENT OF E-COMMERCE IN AGRICULTURE OF CHINA

Huifang Wu; Jia Lu; Jian Chen; Wu Huifang

Todos os Trabalhos

Trabalho

DOI

10.29327/9786527226680.1441853

Título do Trabalho

TECHNOLOGY AND WOMEN: THE DYNAMIC PROCESS OF GENDER RELATION CHANGE IN THE DEVELOPMENT OF E-COMMERCE IN AGRICULTURE OF CHINA

Autores

Huifang Wu
Jia Lu
Jian Chen
Wu Huifang

Modalidade

Sessão Especial

Área temática

Sessão Especial

Data de Publicação

06/08/2026

País da Publicação

Brasil

Idioma da Publicação

pt-BR

Página do Trabalho

https://www.even3.com.br/anais/sober-irsa2026/1441853-technology-and-women--the-dynamic-process-of-gender-relation-change-in-the-development-of-e-commerce-in-agricult

ISBN

978-65-272-2668-0

Palavras-Chave

agricultural e-commerce; technology; gender; China

Resumo

It is generally regarded that the emergence of e-commerce in China has positively influenced the development of rural society. The study, based on the case study in one of the most developed e-commerce region in China, tries to explore whether this kind of positive social change has created equal change upon the gender labor division and the gender relation in rural society. The research has found that, in the e-commerce jobs on flowers and trees for gardening, although both men and women are involved, there is a significant differentiation in the practices of male and female. Social gender cultural awareness and family division of labor structure has jointly shaped this genderly distinct paths of practices, whether for the motivation, the types of products, or the strategies for using e-commerce technology. Women have gained greater economic autonomy, but some new inequalities have emerged. Compared with men, their e-commerce performance is much worse, so they doubt their own abilities and develop a very low sense of self-efficacy. When neutral technology interacts with social and family factors, new gender perceptions and gender inequalities arise in rural areas. It is generally regarded that the emergence of e-commerce in China has positively influenced the development of rural society. The study, based on the case study in one of the most developed e-commerce region in China, tries to explore whether this kind of positive social change has created equal change upon the gender labor division and the gender relation in rural society. The research has found that, in the e-commerce jobs on flowers and trees for gardening, although both men and women are involved, there is a significant differentiation in the practices of male and female. Social gender cultural awareness and family division of labor structure has jointly shaped this genderly distinct paths of practices, whether for the motivation, the types of products, or the strategies for using e-commerce technology. Women have gained greater economic autonomy, but some new inequalities have emerged. Compared with men, their e-commerce performance is much worse, so they doubt their own abilities and develop a very low sense of self-efficacy. When neutral technology interacts with social and family factors, new gender perceptions and gender inequalities arise in rural areas.

Título do Evento: 16th World Congress of Rural Sociology and 64th Congress of the Brazilian Society of Rural Economics, Management and Sociology
Cidade do Evento: Porto Alegre
Título dos Anais do Evento: Anais do 64º Congresso da SOBER e XVI Congresso Mundial de Sociologia Rural (IRSA)
Nome da Editora: Even3
Meio de Divulgação: Meio Digital
DOI

Como citar

WU, Huifang et al.. TECHNOLOGY AND WOMEN: THE DYNAMIC PROCESS OF GENDER RELATION CHANGE IN THE DEVELOPMENT OF E-COMMERCE IN AGRICULTURE OF CHINA.. In: Anais do 64º Congresso da SOBER e XVI Congresso Mundial de Sociologia Rural (IRSA). Anais...Porto Alegre(RS) UFRGS, 2026. Disponível em: https//www.even3.com.br/anais/sober-irsa2026/1441853-TECHNOLOGY-AND-WOMEN--THE-DYNAMIC-PROCESS-OF-GENDER-RELATION-CHANGE-IN-THE-DEVELOPMENT-OF-E-COMMERCE-IN-AGRICULT. Acesso em: 22/09/2026