Research On The Influence Of E-commerce On Subject Well-being Of Rural Residents

With the rapid development of information technology,the gradual improvement of infrastructure in rural areas and the joint efforts of third-party e-commerce platforms,rural e-commerce has shown a thriving development trend in China.Under the new normal of China's economy,how to increase rural residents' income,enhance their subjective well-being,and stimulate the vitality of rural society are still prominent problems facing China.As an important role in accurate poverty alleviation and rural revitalization,e-commerce has opened up a new path both for promoting the transformation and upgrading of agricultural industry and increasing the employment and income of rural labors.In order to better understand the impact of e-commerce on "agriculture,rural areas and farmers",this paper took Zhejiang Lin'an,Shandong Cao County and Jiangsu Shuyang as sampling areas,and used 874 rural residents' survey data to explore the extent and mechanism of the impact of e-commerce on the subjective well-being of rural residents with propensity score matching method(PSM).The results of the study are as follows:First,Overall,e-commerce can significantly improve the subjective well-being of rural residents.The adoption of e-commerce has led to an average increase in subjective well-being of rural residents by 4.19%.Second,e-commerce has increased the personal net income and personal relative income of rural residents by 51.29%and 38.26%respectively,and they constitute the source mechanism for the improvement effect of subjective well-being of rural residents.Based on the above conclusions,this paper puts forward suggestions such as "Strengthen education and training" and "Regulate income inequality in rural areas".