The Research On Promoting Mechanism Of Electronic Commerce On Chinese Residents Consumption

In the current environment that international economic situation continues to be sluggish and the domestic economy in the New Normal,the position of consumption as the fundamental driving force of economic growth in Chinese has becoming increasingly prominent.And residents consumption,an important part of the final consumption,has signalized to expand domestic demand and stimulate economic growth.At present,popularization of the computers,mobile communications equipment and other electronic equipment and innovation of network information technology create extremely favorable conditions for the rapid development of electronic commerce,e-commerce has also been attaches great importance to the State Council,because it has become an important engine for Chinese consumption,especially for residents consumption.Therefore,the research on promoting mechanism of e-commerce on Chinese residents consumption has become a practical issue in order to better play the role of e-commerce as a driving engine.Under this background,this paper uses the combination of research methods,like qualitative and quantitative analysis,normative and empirical analysis,comparative analysis,based on consumption theory,to do the in-depth research on the promoting mechanism of e-commerce on Chinese residents consumption.Firstly,respectively based on Marx’s consumption theory and western consumption theory,this paper does the theoretical analysis of the promoting mechanism of e-commerce to the residents consumption.And then,it research on promoting mechanism of e-commerce to the residents consumption from four dimensions as total amount of consumption,consumption capacity,consumption willingness and consumption environment.First,e-commerce increases the total amount of consumption of residents through the expansion of personalized,customized and diversified supply.Second,e-commerce improves the consumption capacity of residents through the promotion of income growth,ease liquidity constraints for the residents,reduction the costs of consume.Third,e-commerce enhances the consumption willingness of residents through improving the cognitive level of residents’ needs,weakening the loss experience of residents’ psychological account,breaking the space and time constraints of consumption,easing the problem of asymmetric information.In addition,e-commerce optimizes the consumer environment through the provision of safe and convenient network payment platform,improve the quality of logistics and distribution services.After that,this paper makes an empirical study on the effect of promoting mechanism of e-commerce to the residents consumption and draws a conclusion:E-commerce has a significant role in promoting the consumption of residents,and the role of e-commerce to promote China’s consumer spending can play a good effect in the long term.However,due to the constraints of e-commerce to promote consumption,our country should to improve six respects which is including venture employment policy and personnel support,consumer network information security system,credit evaluation system,the protection of consumer rights,logistics and distribution system and online payment service security,in order to better play a stimulating effect on the e-commerce to the consumption of residents.