中国“互联网+流通”与农村居民消费多元性:传导机制及Panel Data数据验证

“Internet + Circulation”and Rural Residents' Consumption Diversification in China:Transmission Mechanism and Panel Data Verification

依据马克思主义消费理论,指出"互联网+流通"通过提升消费能力、拓宽消费需要、拓展消费市场对农村居民消费多元性产生影响。基于2005-2015年中国省际面板数据,实证检验了"互联网+流通"对农村居民消费多元性的影响效应。研究表明:从全国层面看,互联网普及率、互联网发展环境及流通规模对农村居民消费多元性影响显著。从区域层面看,互联网普及率、互联网发展环境、流通规模、流通效率及流通专业化程度对农村居民消费多元性影响具有区域差异性。因此,应提高中、西及东北部地区互联网普及程度;改善互联网投资环境;探索流通规模与效率间的最佳结合点;推动城乡流通业一体化发展,以促使农村居民消费多元性提升。

Based on Marxist consumption theory, the article proposes that ＂Internet ＋ circulation＂ influences the consumption diversification of rural residents by increasing consumption ability; broadening consumer need, ex- panding consumption market. The article, using 2005-2015 provincial panel data, gives an empirical analysis on the impact of ＂Internet ＋ circulation＂ on rural residents＂ consumption diversification, and proves that： On the national level, the internet penetration, interuet development environment and the scale of circulation industry have signifi- cant influences on the consumption diversification, while the efficiency and specialization of circulation industry has no significant influence. On the regional level, the internet penetration, internet development environment, the scale of circulation industry as well as its efficiency and specialization has different influence on the consumption diversi- fication in different region. Therefore, in order to promote diversified consumption of rural residents, we should in- crease the interuet penetration in middle, west and northeast area; improve the internet development environment; explore the best combined point between scale and efficiency of circulation industry; promote the integration of ur- ban-rural circulation industry.