Research On The Impact Of E-commerce Development On The Consumption Of Chinese Residents

Nowadays,the rapid development of information technology and Internet have changed the public's consumption habits.Online shopping is replacing offline consumption as an indispensable part of people's lives.With the development of the mobile Internet,e-commerce shows a diversified development trend: We-media marketing promotes the innovation of e-commerce models,which enriches consumer shopping scenarios and experiences.In specific fields,rural e-commerce and cross-border e-commerce show strong vitality,which provide consumers with a wider range of products.In word,the e-commerce's development greatly affecting the consumer behavior and level of consumption.Therefore,it is of great significance to study the impact of e-commerce development on residents' consumption.Firstly,systematically sort out the relevant literature on the impact of e-commerce development on residents' consumption at home and abroad,and theoretically analyze the current status of e-commerce and residents' consumption development in my country.Secondly,the impact mechanism of e-commerce development on residents' consumption is analyzed from two perspectives: direct impact and indirect impact.Then,using the panel data of 31 provinces in China from 2008 to 2018 to empirically study the impact of e-commerce development on residents' consumption,the virtual variables of self-media marketing and the levels of residents' income,urbanization,and government fiscal expenditure are introduced as control variables.It is found that the development of e-commerce is directly proportional to the consumption of residents in China,that is,the development of e-commerce will promote the improvement of the consumption level of residents.This article also makes a comparative analysis of the empirical results of urban and rural areas and the eastern,central and western regions,and finds that the impact of e-commerce development on rural residents' consumption is greater than that on urban residents' consumption.There is a clear regional difference in the impact of e-commerce development on residents' consumption.The impact of consumption is greatest,followed by the impact on residents' consumption in the central region,and the impact on residents' consumption in the western region is the least.Finally,combined with the development status of my country's e-commerce and empirical analysis results,put forward corresponding countermeasures and suggestions,so that e-commerce develops better and faster.