Study On The Impact Of Rural E-commerce Development On Farmers’ Income Increase In Changsha County

As an emerging trade model,rural e-commerce has provided a strong impetus for the development of rural characteristic industries,helped industrial integration and promoted the income of farmers,and plays a vital role in the current background of promoting rural revitalization.In recent years,relying on its unique geographical and agricultural industry advantages,coupled with the continuous improvement of network and logistics facilities in rural areas,Changsha County’s rural e-commerce has achieved good development,which has injected fresh vitality into promoting the income of local farmers.At this stage,exploring the impact of the development of rural e-commerce in Changsha County on the income of local farmers is of great significance in the context of vigorously developing the rural economy.Based on the theory of circular causation,transaction cost and farmer behavior choice,this paper analyzes the mechanism of rural e-commerce on increasing farmers’ income,and collects 278 copies of farmer data through field visits and online questionnaire distribution in Changsha County.With the help of endogenous conversion model,the difference between the income of farmers participating in rural e-commerce and not participating in rural e-commerce is analyzed under the counterfactual framework,and then the impact of rural e-commerce on various types of income in the disposable income of rural households is estimated,and the mechanism of increasing income is tested by the gradual regression method to explore the real impact of rural e-commerce development on farmers’ income in Changsha County.The main conclusions of the study are: First,whether farmers choose to participate in rural e-commerce is affected by a variety of factors,in addition to the differences in the endowments of farmers’ families and personal situations,resource endowments,logistics convenience,production land area and other factors will have an impact on farmers’ choice.Second,under the counterfactual hypothesis,this paper finds that if farmers who participate in rural e-commerce have not participated in rural e-commerce,their household income will drop by 18%,while farmers who do not participate in rural e-commerce will increase their income by 15% after participating in rural e-commerce.Third,rural e-commerce mainly through two channels to enhance the family income of farmers,on the one hand,rural e-commerce for local farmers to provide more employment opportunities,significantly increase the farmers’ wage income,and thus promote farmers to increase income;on the other hand,rural e-commerce can expand farmers’ property income,thereby promoting farmers’ income.The proportion of the mediating effect of the above two increase paths to the total effect was 0.654 and 0.229,respectively.