A Study On The Income Effect Of Farmers In The Development Of "Taobao Village"

Along with the fast development of internet,"Internet plus" platforms such as digital village and smart agriculture are constantly helping rural revitalization.The rural e-commerce platform represented by ’Taobao Village" has taken the lead in developing in rural areas.After several stages of germination,growth,large-scale replication,"Taobao Village" has developed rapidly and has become an emerging force in rural China that cannot be ignored,It plays an important part in promoting national economic development.If farmers are rich,the country is prosperous,so the impact on farmers’ income is also worthy of focus and research.In fact,the development of some important "Taobao villages" in the eastern region is not exactly the same.Most of the "Taobao villages" in Guangdong and Zhejiang mainly sell small commodities,belonging to rural industrialization.The "Taobao Village" in Jiangsu also has its own characteristics.In northern Jiangsu,where the economic development is relatively poor,in addition to the development of industry,there are also some agricultural "Taobao Villages",which are more important for rural farmers to increase their income.Therefore,the "Taobao Village" in Jiangsu Province is typical and exemplary,and has great research value.This paper is not limited to the general level of the income increase effect of rural e-commerce on farmers,but focuses on the analysis of the special business format of "Taobao Village".In addition,this paper is innovative in the perspective of research.It chooses the province to analyze the income effect and specific impact channels of "Taobao Village",and discusses the heterogeneity of income impact of different types of "Taobao Village".The research conclusions have high theoretical significance for exploring the income effect,regional differences and impact channels of "Taobao Village",It has certain policy implications and reference value for exploring the applicability and income growth effects of the development model of "Taobao Village".This paper empirically analyzes the income effect and mechanism of the development of"Taobao Village" in Jiangsu Province from the macro and micro perspectives.At the macro level,the relationship between the development of "Taobao Village" and the per capita income of farmers in various counties and cities was empirically analyzed by using the data of the county statistical yearbook of Jiangsu Province from 2009 to 2019,and the regulatory effect of "Taobao Village Cluster" in the impact of "Taobao Village" on farmers’ income was explored,and the inter-regional differences in the development of "Taobao Village" in Jiangsu Province were further explored The impact of the difference of "Taobao Village" types on farmers’ income.At the micro level,using the 2018 China Household Income Survey Database,the research object is subdivided into household households,and the impact of the development of "Taobao Village" in some counties and cities in Jiangsu Province on the per capita income and income sources of farmers is studied.In addition,using the intermediary effect model,the number of non-agricultural employment is used as an intermediary variable to carry out the mechanism test.The empirical results of this paper show that,from the perspective of the whole province,the development of "Taobao Village" in counties and cities is conducive to the increase of farmers’ income.At the same time,it has an inverted U-shaped feature,that is,when the number of "Taobao Village" reaches a certain threshold,it will inhibit the increase of farmers’income;From the analysis of regulatory effect,the increase in the number of "Taobao villages"will also affect the farmers’ income;From the results of heterogeneity analysis,firstly,the impact of "Taobao Village" on farmers’ income is affected by geographical location.The effect of income increase in economically backward areas is more significant.Compared with southern Jiangsu,the development of "Taobao Village" in northern Jiangsu has a greater impact on farmers’ income.Finally,different types of "Taobao Village" will also have different impacts on farmers’ income.The scale effect of "industry and trade type Taobao Village" has the largest impact on farmers’ income,followed by "agricultural and trade type Taobao Village";From the result of mechanism test,"Taobao Village" can increase farmers’ income by promoting local non-agricultural employment;From the perspective of income sources,the development of "Taobao Village" has a greater impact on the net income of family operation.Through comprehensive research at the macro and micro levels,the article finally puts forward relevant policy recommendations on the development of "Taobao Village" from the three levels of government,e-commerce and e-commerce associations according to the empirical analysis results.