Research On The Effect Of E-commerce On The Consumption Level Of Rural Residents In China

The Internet’s gradual popularity,the network economy’s vigorous growth,and infrastructure technology’s steady advancement have enabled China’s e-commerce to experience sustained and swift growth.The rapid development of e-commerce has changed the way of offline transactions,reduced transaction costs,improved the efficiency of resource allocation in the transaction process,enriched the consumption supply of rural residents,improved the trading environment in rural areas,By expanding the scope of entrepreneurship,creating job openings,stimulating industrial growth,and augmenting rural incomes,e-commerce has been able to directly enhance the consumption of rural inhabitants,while concurrently indirectly enhancing their consumption.This paper delves into the effects of e-commerce growth on rural inhabitants’ consumption,exploring its path and mechanism to more accurately reflect the role of consumption in economic growth,a concept with both theoretical and practical implications.From 2000 to 2021,31 provinces and cities were selected for this paper’s panel data,which was then used to construct a comprehensive evaluation system for e-commerce development from three perspectives: transaction scale,traditional industries’ impact,and the environment of e-commerce development.The results showed that e-commerce development had a considerable positive effect on the consumption level of rural Chinese citizens.The intermediary effect test’s findings demonstrate that the enhancement of rural inhabitants’ income is a critical intermediary in the evolution of e-commerce,which has an effect on the consumption growth of rural inhabitants.Moreover,the development of e-commerce indirectly boosts the consumption level of rural inhabitants by augmenting their income to a certain degree.The consumption level of rural inhabitants is affected by e-commerce development in varying ways from region to region;the central and western regions,which are economically disadvantaged,experience a more pronounced effect,while the east,which is more affluent,experiences a minor one.Finally,based on the above conclusions,this paper proposes that in order to improve the consumption level of rural residents,we should increase support for e-commerce,strengthen the construction of e-commerce infrastructure,continuously improve the policy system,create a more favorable environment for e-commerce operations,and focus on strengthening the construction of e-commerce infrastructure in backward areas in the central and western regions,in order to have a more significant role in promoting the consumption level of rural residents.Since the impact of e-commerce on traditional industries is the main factor in improving the consumption level of rural residents,the government should also encourage industrial innovation in rural areas,promote the integration of primary,secondary and tertiary industries,and achieve industrial diversification.Finally,all social forces should pay attention to strengthening the cultivation of e-commerce talents,improve the quality of talents in rural areas,and give play to the advantages of talents.