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<p>Rural e-commerce has contributed significantly to the development and popularization of the digital revolution in rural regions, which is a crucial way to promote Chinese rural individuals’ consumption. This study does a thorough analysis of how rural e-commerce affects consumption in rural households by using a combination method of the propensity matching score and difference in difference model, via the data from the Ali Research Institute’s China Taobao Village Research Report and the China Household Finance Survey. According to the estimation results, rural e-commerce significantly promotes rural residents’ household consumption. In addition, for the transmissional channels, rural e-commerce significantly affects rural household residents’ consumption by promoting farmers’ income and increasing the digitalization of payment. Furthermore, for the heterogeneity analysis, the expansion of rural e-commerce affects rural residents’ household consumption more significantly in the central and eastern regions than in the western region. Finally, considering the differences among individuals, the consumption promotion effect of e-commerce in rural areas is more significant for non-poor households.</p>

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Foster the household consumption of rural residents: does the rural e-commerce matter?

  • 期刊论文

  • 发表日期：

    2025年1月5日

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  • Zi-Yun Wang,
  • Jian Zhou,
  • Quan-Jing Wang,
  • Meng-Ting Zheng

摘要

Rural e-commerce has contributed significantly to the development and popularization of the digital revolution in rural regions, which is a crucial way to promote Chinese rural individuals’ consumption. This study does a thorough analysis of how rural e-commerce affects consumption in rural households by using a combination method of the propensity matching score and difference in difference model, via the data from the Ali Research Institute’s China Taobao Village Research Report and the China Household Finance Survey. According to the estimation results, rural e-commerce significantly promotes rural residents’ household consumption. In addition, for the transmissional channels, rural e-commerce significantly affects rural household residents’ consumption by promoting farmers’ income and increasing the digitalization of payment. Furthermore, for the heterogeneity analysis, the expansion of rural e-commerce affects rural residents’ household consumption more significantly in the central and eastern regions than in the western region. Finally, considering the differences among individuals, the consumption promotion effect of e-commerce in rural areas is more significant for non-poor households.