Research On The Development Of Rural E-commerce And Its Income-increasing Effec

Under the background of rural revitalization strategy,it is one of the core goals of the policy of "three rural areas" and the only way to realize the coordinated development of urban and rural areas.The No.1 Document of the Central Committee in 2023 emphasizes the in-depth implementation of the project of "promoting agriculture through business" and "Internet +" agricultural products out of villages and into cities.Guided by the goal of common prosperity,it encourages the development of e-commerce in rural areas and helps farmers to increase their incomes continuously and stably.Therefore,on the basis of theoretical analysis of the internal mechanism of enabling rural e-commerce development to increase farmers’ income,this paper comprehensively uses the fixed effect model,the intermediary effect model and the regulating effect model to empirically test the rural e-commerce income increasing effect and its mechanism,and puts forward corresponding policy suggestions based on the research conclusions.The findings are as follows:(1)On the whole,the development of rural e-commerce has a significant promoting effect on household income.Robustness test shows that the conclusion is still robust after classifying the core explanatory variables to different degrees and changing the core explanatory variables.(2)Through the intermediary effect analysis,it is found that the development of rural e-commerce contributes to the non-agricultural employment of farmers.At the same time,as an intermediate channel,non-agricultural employment also significantly promoted the increase of wage income and commercial income of farmers,and finally realized the increase of total income of farmers.Therefore,non-agricultural employment plays an intermediary role in the process of promoting rural e-commerce development to increase household income.(3)Logistics distance has a significant positive impact on wage income and agricultural income of farmers,but has a negative impact on industrial and commercial income.The analysis of adjustment effect shows that with the increase of logistics distance,the income increasing effect of rural e-commerce development weakens.Therefore,improve the rural e-commerce logistics system,shorten the logistics distance,help e-commerce penetrate into rural areas,and play the driving and adjusting role of logistics distance on the income increasing effect of e-commerce development.Based on the above conclusions,this paper puts forward the following suggestions:(1)Improve the rural e-commerce policy and market environment,increase the policy support for the development of rural e-commerce,and give full play to the decisive role of the market in resource allocation;(2)Integrate rural logistics resources with policy preference,make up for the shortcomings of public services in the development of rural e-commerce,and stimulate the new growth point of rural household income;(3)Strengthen the competitive advantages of rural e-commerce,realize the inclusive development of e-commerce,and fully release the income increase effect of rural e-commerce.