电子商务发展对农村居民生活满意度的影响——基于2020年中国乡村振兴综合调查(CRRS)数据

The Impact of E-Commerce Development on Rural Residents'Life Satisfaction:Based on China Rural Revitalization Survey(CRRS)in 2020

数字经济的发展加速乡村数字化进程,在提高生产要素匹配效率、提供更优质公共服务的同时,也增加了民生福祉。农村电子商务的发展具有一定代表性。基于2020年中国乡村振兴综合调查(CRRS)数据,实证分析电子商务发展对农村居民生活满意度的影响及其作用机制。研究发现,电子商务的发展显著提升了农村居民生活满意度,村庄设有电商服务站或产品代售点能够使农村居民生活满意度提高0.102个单位。机制分析表明,电子商务发展会推动乡村数字化进程、促进农民增收,进而提升农村居民生活满意度。乡镇间的距离在电子商务与农村居民生活满意度之间,发挥着正向调节作用。异质性分析发现,非贫困村、中西部地区、未加入合作社、45岁以下或60岁及以上的农村居民,其生活满意度相对更能受益于电子商务的发展。

The development of the digital economy accelerates the process of rural digitization,improving the matching efficiency between production factors,providing better public services,and also increasing people's well-being.Among them,the development of rural e-commerce has a certain representativeness.Based on the data from the 2020 China Rural Revitalization Survey(CRRS),this paper empirically analyzes the impact of e-commerce development on rural residents'life satisfaction and its mechanism.It is found that the development of e-commerce significantly improved rural residents'life satisfaction,and the provision of e-commerce service stations or product sales agencies in villages can improve the life satisfaction of rural residents by 0.102 units.The mechanism analysis shows that e-commerce development will promote the process of rural digitalization,and increase farmers'income,then improve rural residents'life satisfaction.The distance between towns and villages plays a positive moderating effect between e-commerce and rural residents'life satisfaction.Heterogeneity analysis shows that rural residents in non-poor villages,central and western regions,have not joined cooperatives,and those under 45 years old or over 60 years old can benefit more from e-commerce development.