Research on the Impact of Rural E-Commerce Development on Rural Consumption Upgrading

农村电子商务发展的正向影响愈发显著，尤其是在增加农村居民消费支出、促进农村居民消费升级方面。本文基于中国2011~2021年30个省级行政区的面板数据，采用双向固定效应模型实证研究了农村电子商务发展水平对农村居民消费升级的影响以及机制，结果发现农村电商发展能够增加农村居民的消费支出，推动消费升级。机制效应分析发现，农村电商发展对农村居民消费支出的影响主要是通过工资性收入和外出务工两种影响机制实现的。异质性分析发现，相比于东西部，这种影响对中部居民并不显著。文章基于以上内容提出了相关建议。The positive impact of the development of rural e-commerce is becoming increasingly significant, especially in terms of increasing the consumption expenditure of rural residents and promoting the upgrading of their consumption. Based on the panel data of 30 provinces and municipalities in China from 2011 to 2021, this paper empirically studies the impact and mechanism of the development level of rural e-commerce on the consumption upgrade of rural residents by using the bidirectional fixed effect model. The results show that the development of rural e-commerce can increase the consumption expenditure of rural residents and promote consumption upgrade. Mechanism effect analysis reveals that the impact of rural e-commerce development on rural residents’ consumption expenditure is mainly achieved through two influence mechanisms: wage income and working outside. Heterogeneity analysis revealed that, compared with the eastern and western regions, the impact on the residents in the central region was not significant. Based on the above content, this article puts forward relevant suggestions.