The construction of rural e-commerce and logistics synergistic development model based on the coupling model

By connecting the consumption and demand of the city and the countryside through the use of e-commerce platforms and logistics as an intermediary bridge, this study creates a model for the synergistic growth of rural e-commerce and logistics. A multi-dimensional index system is created by combining the actual state of rural e-commerce and logistics, using Shaanxi Province as an example. The degree of coordination between logistics and e-commerce can be ascertained by applying the coupling coordination model. Determine the weights of the indicators to solve for the level of coordinated development, the degree of linked coordination, the degree of rural e-commerce and logistics coupling, and the coordination level of each year using the entropy value technique. Together with the gray correlation degree, we will examine the crucial elements of optimizing the logistics chain for rural e-commerce. According to the study, rural e-commerce and logistics have a coupling coordination degree of 0.0913 in 2010 and 0.6347 in 2019. The degree of coupling coordination between the two is increasing, indicating a major coordination degree in 2019. © 2023 Jing Mi et al., published by Sciendo.