Research On The Impact Of E-commerce On Rural Residents’ Consumption

At present,our country is gradually forming a new development pattern with domestic major cycle as the main body and domestic and international cycle.On the domestic front,the most important thing is to stimulate people’s consumption to stimulate domestic demand.In the broad countryside of our country,there are about 490 million rural residents,how to release the consumption power of the more than 490 million rural residents,to further accelerate the economic development of our country plays a pivotal role.Because of its own superiority,e-commerce has won the favor of the majority of rural consumers.Therefore,in-depth analysis of the impact of e-commerce on the consumption of rural residents is of important practical significance for promoting the improvement of the consumption level and consumption structure of rural residents,and then driving the development of economy.This paper firstly combs relevant concepts and theoretical basis,and takes Ningyang County of Shandong Province as an example to study the development of local e-commerce and the current situation of rural residents’ consumption.In order to explore the impact of e-commerce on rural residents’ consumption,relevant variables are selected for baseline regression analysis,and propensity score matching method is used to test the robustness of baseline regression results.On this basis,Tobit model,OLS and quantile regression were selected successively to conduct heterogeneity analysis on the internal characteristics of local rural households and the differences of different consumption types and consumption levels.The research results are as follows:(1)E-commerce in Ningyang County has developed rapidly in recent years.With the strong support of the local government,various emerging industrial parks of e-commerce have gradually flourished,and e-commerce enterprises have also taken root in Ningyang County e-commerce industrial Park.However,due to the emergence of e-commerce not long ago,the imperfect policy system of e-commerce,the lack of professionals in the development of e-commerce and the inadequate supervision of logistics distribution are still the main problems restricting the further development of e-commerce.In addition,with the continuous development of the local rural economy,the consumption level of rural residents is constantly improving,and the consumption structure is also constantly upgrading,but the consumption field of local rural residents still needs to be expanded.(2)Through the benchmark regression results,it is found that the influence of e-commerce on the consumption level of rural residents is positive and significant,indicating that the use of e-commerce can improve the consumption level of local rural residents.The robustness test using propensity score matching method is further verified.(3)After the heterogeneity analysis,it can be seen that e-commerce has a significant impact on the subsistence,developmental and enjoyable consumption expenditure of local rural households.However,compared with the subsistence consumption expenditure,e-commerce has a more significant promoting effect on the development and enjoyable consumption expenditure.For rural households with different householder ages,e-commerce has a significant impact on the consumption level of rural households headed by young and middle-aged households,but has no significant impact on the consumption level of rural households headed by elderly households.In addition,e-commerce has a significant impact on the consumption level of high-income households,while it has no significant impact on the consumption level of low-income households.Finally,it is found that with the continuous improvement of the consumption level of local rural households,the influence of e-commerce on them is gradually weakened.According to the above conclusions,this paper draws the following suggestions:Strengthen the government guidance,improve the policy system of e-commerce development;Strengthen e-commerce publicity,improve personnel training system;Strengthen supervision,improve the logistics distribution system;We will raise incomes and focus on consumption among young and middle-aged people.