直播电商促进城乡居民缩小消费差距的影响研究

Research on the Impact of Direct Livestream E-commerce on Narrowing Consumption Disparity between Urban and Rural Residents

直播电商的快速发展,成为缩小我国城乡居民消费差距的有利抓手。本文通过运用2020年全国31个省份的短面板数据,构建联立方程组进行实证检验,分析直播电商对6大类城乡居民消费结构的影响,研究结果发现:直播电商发展能有效缩小城乡居民消费差距。其中,通过促进城乡居民食品烟酒类、医疗保健类、生活用品及服务类和教育文化娱乐类消费,实现抑制城乡居民消费差距的作用。建议加速农村地区的网络设施建设,激发农村消费潜力、充分利用直播红利期,促进农民增收、改善农村地区的消费结构、提质升级农村消费。

The rapid development of livestream e-commerce helps narrow consumption disparity between urban and rural residents.Based on the short panel data of 31 provinces in China in 2020,this paper constructs simultaneous equations for empirical test and analyzes the impact of direct livestream e-commerce on the consumption structure of 6 categories of urban and rural residents.The empirical results indicate that development of livestreaming e-commerce has narrowed the consumption disparity between urban and rural residents.Among them,the consumption disparity between urban and rural residents can be restrained by promoting consumption of food,tobacco and alcohol,medical care,daily necessities and services,and education,culture and entertainment.The study suggests strengthening the construction of e-commerce infrastructure in rural areas,increasing farmers’income and promoting the upgrading of peasants’consumption level.