Rural E-Commerce Entrepreneurship Education in Higher Education Institutions: Model Construction via Empirical Analysis

Rural e-commerce entrepreneurship education (EE) in Higher Education Institutions (HEIs) can effectively enhance the development of the rural e-commerce industry and improve the motivation of students to start or be employed in rural e-commerce, but how to conduct effective evaluation is an issue that remains to be clarified. The research objectives of this paper are as follows: to establish a "student-centered" evaluation model for EE in HEIs, to integrate rural e-commerce professional education with EE, and to provide practical guidance for the evaluated HEIs. This paper constructs an evaluation model of rural e-commerce EE in HEIs. The research method combines Analytic Hierarchy Process (AHP) and Fuzzy Comprehensive Evaluation Method. The questionnaire method was used to obtain 384 valid data for the empirical analysis of the education of the Software Engineering Institute of Guangzhou. The study's results found that the final evaluation result of the school's rural e-commerce EE grade was good. The indicators at the level of educational support and feedback effectiveness scored relatively high, but those at the level of learning input and educational process scored low. Based on the findings, recommendations were made in terms of developing more open feedback channels, providing a full range of services, and social flexibility of the training program.