金融资产对农户网络消费的影响机制与效应研究

Research on the Influencing Mechanism and Effect of Farmers ’Financial Assets Diversification on Online Consumption

网络消费正在迅速成为乡村振兴的新锐动力。本文基于中国家庭金融调查数据,从微观视角系统研究金融资产对农户网络消费的影响效应。研究发现:农户金融资产能够显著促进网络消费规模扩张,同时对网络消费升级具有一定的促进作用。机制分析表明,提升财产性收入及缓解流动性约束是金融资产促进农户网络消费的有效中介。进一步讨论发现,金融资产更能促进东部地区农户、持有智能手机农户的网络消费规模扩张和网络消费结构升级;无风险金融资产的促进作用远高于风险金融资产。本文为农户金融资产多样化促进网络消费提供了微观证据,合理优化农户金融资产配置是实现农户网络消费扩容、满足农户日益增长美好生活需要的重要途径。

Online consumption is rapidly emerging as a potent new force driving rural revitalization in China.Drawing on data from the China Household Finance Survey,this study systematically examines,from a micro-perspective,the impact of financial assets on farmers’online consumption.The findings reveal that farmers’financial assets significantly facilitate the expansion of online consumption volume and also exert a positive influence on the upgrading of online consumption patterns.Mechanism analysis identifies increased property income and alleviated liquidity constraints as effective intermediaries through which financial assets stimulate farmers’online consumption.Further scrutiny uncovers that financial assets are particularly potent in boosting online consumption scale and structural upgrading among farmers in eastern regions and those possessing smartphones;the enhancing effect of risk-free financial assets far outweighs that of risk-bearing ones.This research furnishes micro-level evidence for the role of diversified financial assets in fostering online consumption among farmers,thereby underscoring the importance of optimizing farmers’financial assets allocation as a crucial means to expand their online consumption capacity and meet their growing aspirations for a better life.