电子商务进农村综合示范县政策对居民幸福感的影响

The Impact of E-Commerce in Rural Areas Comprehensive Demonstration Project on Residents'Well-Being

数字经济时代,农村电商发展是推动数字乡村建设的重要举措。文章从理论层面探讨了电子商务进农村综合示范县试点建设对居民幸福感影响的内在机理,并基于2010~2020年中国县域面板数据,采用多时点双重差分模型实证检验电子商务进农村综合示范县试点建设对居民幸福感的影响。研究发现,电子商务进农村综合示范县试点的建设显著提升了居民幸福感,该结论通过了一系列稳健性检验。机制分析表明,电子商务进农村综合示范县试点建设通过提高居民工作满意度、生活满意度、数字技能和消费升级,进而提升居民幸福感。异质性分析表明,电子商务进农村综合示范县试点建设的幸福感提升效应在互联网发展程度较高的县域更强,且对使用互联网、大专及以上居民的影响更显著。文章结论为数字经济时代加速农村电商发展,推动实现乡村振兴、增进民生福祉提供了经验证据和政策启示。

In the era of digital economy,rural E-commerce development is an important initiative to promote the construction of digital villages.In this paper,we sort out the internal mechanism of the impact of the E-commerce in rural areas Comprehensive Demonstration Project on residents'well-being from the theoretical perspective,and test the impact empirically using the county-level panel data between 2010 and 2020.The study finds that the implementation of the Comprehensive Demonstration Project for E-commerce in rural areas significantly increases residents'well-being,which holds robust in a series of tests.Mechanism analysis shows that the Project improves individual job satisfaction,life satisfaction,consumption upgrading,and digital skills,which in turn improves individual well-being.The heterogeneity analysis shows that the Project has more significant happiness-enhancing effect in the counties with high levels of Internet development and among the individuals using the Internet or having at least tertiary education.The conclusion is made to accelerate the rural E-commerce development,as to promote rural revitalization and enhance rural residents'well-being.