Rural E-commerce Development and Consumption Upgrading of Rural Residents

The Internet economy and rural e-commerce are undergoing significant transformation, and in this regard, researching how it encourages rural residents to upgrade their consumption has great practical implications for promoting rural rejuvenation and removing the economic cycle's obstruction. Panel data from 31 provinces are gathered for this article between 2011 and 2021. It uses a time-fixed effects model to investigate the connection between rural inhabitants' upgraded consumption and the growth of rural e-commerce. Through three mechanismsstimulating residents' consumption demand, raising residents' per capita income, and improving the quality of liferural e-commerce is found to have a considerable beneficial effect on rural residents' consumption upgrading and passes a number of robustness tests. Rural e-commerce development promotes residents' consumption upgrading in the western region most significantly. Rural e-commerce is maintaining a strong development momentum, promoting residents' consumption upgrading, economic transformation, and social change.