Research On E-commerce And Rural Residents’ Income Growth

The Seventh Population Census shows that there are 509.79 million rural residents,accounting for 36.11% of the total population in China.The rural population accounts for a large proportion,improving the income of rural residents is of great practical significance to consolidate the achievements of poverty alleviation and achieve common prosperity of the people,as well as to realize the rural revitalization strategy.Affected by COVID-19,the income of rural residents has been impacted,and China’s economic is also under pressure.However,with the rapid development of the logistics industry,the popularity of online shopping,and the rise of contactless distribution,e-commerce has broadened the income channels for rural residents under the epidemic,which has ensured the income of rural residents and brought about new growth points for China’s economy.Based on panel data regression model and panel quantile regression model,the impact of e-commerce on rural residents’ income in Zhejiang Province and Hunan Province,and the impact on rural residents’ income at different income levels are described in this paper.And the impact mechanism of e-commerce on rural residents’ income in the two provinces are analyzed,in the end of this paper,the corresponding conclusions and suggestions have given.Empirical analysis shows that e-commerce has different effects on rural residents’ income in different provinces.E-commerce can increase the income of rural residents at medium and low income levels,but it will restrain some high-income rural residents from increasing their income.And we also can find that e-commerce and rural residents’ income in Zhejiang Province are inverted U-shaped,while e-commerce and rural residents’ income in Hunan Province are U-shaped.The proportion of primary industry employees in Zhejiang Province regulates the impact of e-commerce level on rural residents’ income.High level primary industry employees will inhibit the effect of e-commerce on rural residents’ income growth.The level of urbanization in Hunan Province has an intermediary effect in the impact of e-commerce on rural residents’ income growth.The level of e-commerce promotes the urbanization process,thereby promoting rural residents’ income growth.Therefore,this paper suggests that different cities can take e-commerce as one of the means to increase the income of rural residents,but should not blindly fall into the "e-commerce craze".For rural residents at medium and low income levels,e-commerce can be used to expand sales channels and promote income growth.High income rural residents should stabilize their sources of income.If they have e-commerce related experience,they can create short video content.In order to broaden the sales path and realize traffic,they should do a good job in introducing products and accumulating traffic.The local government and relevant departments need to vigorously promote agricultural modernization and ensure the balance of labor force in the region.They must combine urban and rural areas,promote the continuous improvement of infrastructure in rural areas,promote the urbanization of population in rural areas,promote the prosperity of industry in rural areas,and achieve the income growth of rural residents from the perspective of urban-rural integration..