| In 2021,the “No.1 Central” Document proposed comprehensively promoting rural consumption,which is an important guide to accelerate the construction of a new development pattern with the domestic major circulation as the main body and the domestic and international double circulation promoting each other.In view of China’s unique "dual" structure and the resulting gap between urban and rural development,compared with urban residents,rural residents not only have lower income level,but also are more constrained by the consumption environment.However,the popularity and application of the Internet has rapidly changed this limitation.The rapid popularization of the Internet not only improves the consumption conditions and environment of rural residents,but also exerts a subtle influence on the consumption concept of rural residents and plays a certain positive role in the accumulation of human capital.Therefore,it is of great theoretical and practical significance to explore the consumption potential of rural areas and the role of human capital in the era of network economy to improve the consumption level of rural residents.In this paper,first of all,on the basis of the research at home and abroad for reference,on the rural consumption,human capital,such as Internet use concept is defined,based on the theory of information economy,human capital theory and consumer behavior theory,analysis the impact of Internet use on rural residents’ consumption level mechanism,this paper research hypothesis is proposed.Then,using the mediating effect model,this paper empirically analyzes the impact of Internet use on the consumption level of rural residents with CFPS Data under the premise of considering the role of human capital.On this basis,the influence of the Internet on rural consumption structure and the consumption heterogeneity of rural residents in different regions,income and age levels are further analyzed.The results show that:(1)from the overall perspective,Internet use significantly improves the consumption level of rural residents,and has a positive impact on the accumulation of rural human capital;Through the transmission of human capital,the Internet is still positive in the direction of influence,showing that the total effect is positive,and the intermediary effect accounts for 9.2% of the total effect.(2)From the perspective of consumption type,Internet use plays a greater role in promoting the development of enjoyment consumption,and a more significant role in promoting subsistence consumption of low-income rural residents.However,with the improvement of consumption level,the positive role of Internet on residents’ consumption shows a trend of gradually weakening.(3)In terms of consumption age,the Internet plays a more significant role in improving the consumption level of the youth group and the elderly group.Middle-aged and elderly users are more inclined to use the Internet to meet their basic survival needs,while young users show a higher preference for developing pleasure-oriented consumption.(4)From the perspective of regional differences,there is little difference in the improvement effect of the Internet on the basic subsistence consumption in the eastern and western regions,while the improvement effect on the development enjoyment consumption in the western region is more significant.Therefore,in order to promote the simultaneous development of industrialization,informatization,urbanization and agricultural modernization,rural areas are the short board,so we must strengthen the construction of rural informatization infrastructure,improve the level of rural informatization,and provide rural residents with Internet penetration rate.At the same time,we should improve the level of human capital in rural areas,popularize and expand the application of the Internet in rural areas,and enhance the application ability of the Internet in rural residents,so as to activate the rural consumer market,promote the transformation and upgrading of rural consumption,optimize the economic structure through consumption,and promote the sustainable and healthy development of China’s economy. |
