Research On The Influence Of E-Commerce On Consumption Of Rural Residents In China

Affected by changes in the international economic situation,China’s economy is facing increasing pressure to maintain rapid growth,and how to expand domestic demand and maintain rapid economic development is a practical problem studied by the academic community.With the comprehensive promotion of the rural revitalization strategy,the income level of rural residents has steadily increased,and their consumption has also shown different characteristics from the traditional period,indicating that the rural consumer market is entering a new period of accelerated transformation.It is undeniable that there are still huge gaps in the income level,consumption level and structure of urban and rural residents.In order to improve the consumption level of rural areas and enhance the consumption structure of rural residents,China regards e-commerce as an important breakthrough in promoting the development of rural areas,and has successively issued a number of documents to support e-commerce into rural areas,industrial products downward,and agricultural products upwards,thus helping the realization of the rural revitalization strategy.Based on the above practical background and policy background,this paper analyzes the impact of e-commerce use on the consumption level and structure of rural residents theoretically by studying the development of e-commerce and the current situation of rural residents’ consumption,and proposes to clarify the relevant laws of rural residents’ e-commerce consumption behavior,and at the same time uses the 2018 China Household Tracking Survey(CFPS)questionnaire and database to construct a model to empirically analyze the impact of e-commerce on the consumption level and structure of rural residents by Stata software.The following conclusions have been obtained:(1)The use rate of e-commerce by rural residents in China is not high,and there is still a large room for development of agricultural products in the future.(2)Theoretically,e-commerce can reduce consumption costs,increase income,and stimulate consumption desire by reducing the intermediate links between purchase and sale,alleviating information asymmetry,promoting employment and entrepreneurship,and optimizing the consumption environment,thereby improving the consumption level of rural residents and improving the consumption structure of rural residents.(3)Empirically,the use of e-commerce can effectively improve the consumption level of rural residents,and its role in promoting the consumption level of rural residents of different income groups is enhanced in turn;the use of e-commerce can effectively promote the transformation and upgrading of the consumption structure of rural residents,and this promotion effect is more intense for rural high-income groups.According to the above research conclusions,this paper proposes the following countermeasures:(1)Through strengthening publicity and training,enhance the application awareness and ability of rural residents in e-commerce,and improve the infrastructure construction in rural areas.(2)Carry out characteristic industries according to local conditions,improve the competitiveness of agricultural products,and promote live e-commerce to accelerate the upward development of agricultural products.(3)Improve relevant laws and regulations and online consumer complaint handling mechanisms,publicize online consumption safety knowledge,and at the same time improve the e-commerce entrepreneurship employment certification system,optimize existing entrepreneurial policies,and provide relevant public services to expand the scale of rural high-income groups,so as to ensure that the role mechanism of e-commerce to promote rural residents’ consumption can be better played from the internal and external levels.