中文摘要：

淘宝村是指大量网商依托淘宝生态系统聚集在某个村落形成的农村电子商务产业集聚区。对于农村地区备受关注的电子商务而言,淘宝村的形成无论对于地区经济发展还是解决三农问题都有着重要意义。通过对3个淘宝村中32位网商及相关创业主体的深度访谈,采用扎根理论方法对访谈数据进行编码分析。研究发现：1创业家通过示范带头效应、知识溢出效应和社会网络效应推动淘宝村的形成和发展;2农村地区的熟人关系网络为创业家动员知识、动员物质和动员资金提供了条件;3电子商务创业活动的低成本性和低风险性激励着潜在创业家向实际创业家转变。

英文摘要：

Taobao villages means that a large number of online retailers rely on Taobao ecosystem gathered in a village,forming a area of rural ecommerce industrial clusters.In terms of concern e-commerce of the rural areas,the form of Taobao villages are of great significance for the region′s economic development and new solving paths of rural issues.Based on the three Taobao villages 32e-businessman and related business body depth interviews,using grounded theory method the interview data was analyzed and coded,the study found：1The entrepreneurs to the formation and development of Taobao villages has a significant role in promoting,by demonstration effect,knowledge spillovers effect and social network effect;2Acquaintance network plays an important role in rural areas In terms of mobilizing knowledge、mobilizing materials and mobilizing funds;3Low cost and low risk of rural e-commerce entrepreneurial activity inspired potential entrepreneurs change to actual entrepreneurs.