The digital divide between urban and rural communities has substantially narrowed as information and communication technology has evolved, enabling increasingly more interactions between urban and rural areas. Rural areas now have the foundation and conditions to take advantage of e-commerce opportunities, which is no longer exclusively a city-centric economic mode. Taking advantage of the Internet’s vast resources, many villagers jumped at the opportunity to launch rural e-commerce businesses. Rural inhabitants, however, face several challenges when it comes to starting their own e-commerce enterprises. Meanwhile, local governments and rural e-commerce platform providers, find it difficult to provide accurate help to practitioners and entrepreneurs. To this end, a system of indicators based on a model of entrepreneurial events was developed to identify e-commerce entrepreneurs. And the main objective of this paper is to explore the factors influencing the abilities and expectations of rural residents to set up their own e-commerce businesses in order to provide them with tailored support. Survey data from 162 rural e-commerce practitioners were analyzed using a deep neural network in R. The results reveal that the index system developed in this paper has a good level of reliability and validity, and the prediction approach has a high degree of precision (over 90%), indicating that it can successfully identify rural e-commerce entrepreneurs. Based on the findings of this study, we recommend that local governments and e-commerce businesses work together to address the practical issues of perceived feasibility and desirability for rural e-commerce practitioners. Residents in rural areas who want to start their own businesses can take advantage of the development opportunities provided by the information and communication technology, while local governments should keep up with the speed of digitization and informatization to better manage rural economic growth.

随着信息和通信技术的发展，城乡社区之间的数字鸿沟已大大缩小，城乡之间的互动越来越多。农村现在已经具备了利用电子商务机会的基础和条件，电子商务不再仅仅是以城市为中心的经济模式。不少村民利用互联网的海量资源，抢占先机，开展农村电子商务。然而，农村居民在创办自己的电子商务企业时面临着一些挑战。同时，地方政府和农村电商平台商难以为从业者和创业者提供精准帮助。为此，开发了一个基于创业事件模型的指标系统，以确定电子商务创业者。本文的主要目的是探讨影响农村居民自主创业的能力和期望的因素，为他们提供有针对性的支持。使用深度神经网络分析了来自 162 名农村电子商务从业者的调查数据R. 结果表明，本文开发的指标体系具有良好的信度和效度水平，预测方法具有较高的准确率（90%以上），能够成功识别农村电商创业者。根据本研究的结果，我们建议地方政府和电子商务企业共同解决农村电子商务从业者感知可行性和可取性的实际问题。农村居民想要自主创业，可以利用信息通信技术提供的发展机遇，而地方政府要跟上数字化和信息化的步伐，更好地管理农村经济增长。