Research On The Impact Of E-commerce Development On Rural Residents' Consumption In China

Under the background that our country's economy is in the new normal,consumption has become the key driving force for economic growth and plays an indispensable role in national economic development.Since the financial crisis,stimulating residents' consumption demand,improving residents' consumption level and promoting the rationalization of consumption structure have become the focus of China's macroeconomic regulation and control.As an important part of residents' consumption,rural consumption has a broad market.However,due to consumption environment,conditions and other factors,it has seriously affected the realization of consumption in rural areas.In recent years,the continuous innovation and development of e-commerce have not only changed the traditional transaction mode and improved the efficiency of resource allocation,but also improved the consumption environment,making rural consumption more convenient and safe.In addition,the development of e-commerce has increased the income of farmers,thus affecting the level and structure of residents' consumption in rural areas.Therefore,it is of practical and theoretical significance to study the influence of e-commerce on the consumption level and structure of rural residents in order to better play the key role of consumption in economic growth.This paper focuses on the theme of the impact of e-commerce development on the consumption of rural residents in China.First of all,from the theoretical aspect,it comprehensively discusses the impact of e-commerce development on the consumption level and structure of rural residents.On the one hand,e-commerce can stimulate residents' consumption tendency and expand consumption supply to increase consumption quantity;on the other hand,it can indirectly increase consumption level by increasing farmers' income level.At the same time,e-commerce also optimizes the consumption structure of residents in rural areas by increasing farmers' income,reducing Engel's coefficient,weakening liquidity constraints and increasing capital consumption expenditure.Through theoretical analysis,it lays a theoretical foundation for later empirical research.Secondly,the factor analysis method is used to measure the development level of e-commerce at the provincial level in our country.The empirical results show that the development level of e-commerce in all provinces in our country is on a rising trend.Finally,taking the calculated e-commerce development index as anexplanatory variable,panel data models are respectively constructed to empirically study the impact of e-commerce development on the consumption level and structure of rural residents.The empirical results show that the development of e-commerce can have a positive impact on the quality and quantity of residents' consumption in rural areas.It can not only improve the consumption level of rural residents,but also optimize the consumption structure of residents.Therefore,it is necessary to improve the construction of logistics and information infrastructure,vigorously develop e-commerce,build a good market environment,and further promote the improvement of rural residents' consumption level and the optimization and upgrading of consumption structure.