本文通过对“东风村”、“消泾村”和“青岩刘村”等我国三个典型淘宝村内26位创业家的深度访谈,采用多案例研究的方法,就创业门槛、羊群效应和农村电子商务产业集群形成之间的逻辑关系进行探析。研究发现：农村电子商务产业集群形成的主要原因是农村社会创业决策的羊群效应,而形成羊群效应的关键则是电子商务发展初期创业的低门槛特性；资金投入较低、网销知识较少、生产工艺容易掌握、经营场所不加限制等因素都在一定程度上激励着农民主体的创业热情；因此,在政策上更应关注创业资源和领头人示范在推动农村地区创业集聚的积极意义。

Based on the three typical Taobao villages 26 e-businessman depth interviews of , village" and "Qingyan Liu village",using the method of multiple case studies, the relationship between the barrier of entry startups, herd behavior and the formation of e-commerce industrial cluster in rural area is studied. The study found: The main reason of the formation of e-commerce industrial cluster in rural area is due to herd behavior in rural social entrepreneurship decision, the key of the formation of herd behavior is the characteristic of lowered the barrier of entry startups in e-commerce development initial period. Low capital investment, less net sales knowledge, the production process is easy to grasp, place of business without restrictions to some extent stimulated the entrepreneurial enthusiasm; therefore, We should pay more attention to the positive significance of entrepreneurial resources and leading demonstration in rural areas to promote business agglomeration in the policy.

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国家社会科学“网上信用风险的群体演化机制与多维防控策略研究”(14BGL 153)；河南省高等学校重点科研项目“农村电子商务产业集群形成机理研究”(17B630003)。