The Measurement Of The Consumption Potential Of Rural Residents’ Network And The Analysis Of Its Influence Factors

In recent years,the fundamental role of consumption in economic development has continued to increase,becoming the primary driving force for China’s economic growth.The Internet has been continuously permeating into social and economic activities,gradually becoming an important factor affecting consumption.The application of Internet technology and the emergence of e-commerce platforms are constantly affecting people’s investment,consumption,and entertainment activities.The deep integration of Internet development with consumption and service areas marks the full arrival of the era of Internet consumption,and network consumption has become an increasingly popular way of consumption.This article constructs an index system for rural residents’ network consumption potential,studies the differences in rural residents’ consumption potential in various regions,and analyzes the influencing factors of rural residents’ network consumption potential.The aim is to find practical and effective paths and strategies for exploring the network consumption potential in rural areas in the future.In this paper,a three-dimensional indicator system for rural residents’ network consumption potential was constructed from the perspectives of network consumption capability,consumption needs,and consumption conditions.Data from 31 provinces(excluding Hong Kong,Macao,and Taiwan)from 2012 to 2021 were collected,and the weights of each indicator and the comprehensive index of rural residents’ network consumption potential in each region were calculated using the entropy value method and the comprehensive index method.The results showed that among the 21 indicators,the weight of net property income was the largest,accounting for 9.46%,indicating that rural net property income provides the most information for rural residents’ Internet consumption potential.The weight of the percentage of illiterate people aged 15 and above in rural areas was the second highest at 8.37%,while the weights of urbanization rate and the number of mobile phones per hundred households in rural areas were the lowest,at 1.63%and 1.59%.respectively,indicating that these indicators provide less information for rural residents’ Internet consumption potential.The comprehensive index of rural residents’ network consumption potential showed that the comprehensive index of rural residents’network consumption potential in all 31 provinces in China has been increasing year by year during the research period,but the growth rate has been slow,and the regional gap has been widening.The comprehensive index of most provinces’ rural residents’ network consumption potential is at a medium-low level,indicating that there is still a lot of room for exploring the network consumption potential of rural residents in China,and there are still significant differences in the network consumption potential of rural residents in different regions.This paper explores the influencing factors of rural residents’ network consumption potential from four aspects:government behavior,educational level,population structure,and infrastructure.Four explanatory variable indicators were selected,and panel data from 31 provinces(excluding Hong Kong,Macao,and Taiwan)from 2012 to 2021 were collected.The comprehensive index of rural residents’ network consumption potential was taken as the dependent variable,and a panel regression model was constructed.The regression results show that increasing the government’s financial support for rural areas has a reverse effect on the potential of rural residents’ network consumption.Improving the cultural and educational level of rural residents can increase their network consumption potential.The overall dependency ratio has a positive effect on the network consumption potential of rural residents.Meanwhile,the improvement of the facility environment for network consumption will also increase the potential of rural residents’ network consumption.This article proposes several recommendations to promote the growth of rural residents’potential for internet consumption based on an analysis of their internet consumption potential.These recommendations include accelerating rural economic development and increasing rural residents’ income,reasonably increasing government spending to stimulate rural residents’consumption,focusing on improving rural residents’ cultural level and consumption skills,and strengthening the construction of e-commerce infrastructure to improve the environment for rural residents’ internet consumption.