农村电商创业与家庭消费^*

Rural E-commerce Entrepreneurship and Household Consumption

摘要

电商发展为农户创业提供了广阔空间，研究农村电商创业的家庭消费效用有助于理解农户电商创业行为对家庭消费的影响。文章基于中国家庭金融调查和北大县域数字乡村指数等数据，全面评估了农村电商创业的消费增进效果。研究发现，电商创业能够显著促进农村家庭总消费，主要通过增加工资性收入，刺激由收入支撑的消费需求，也能通过数字消费习惯培育、降低本地贸易成本等机制促进消费结构升级。异质性分析发现，电商创业对年龄较大、女性户主和低收入家庭等弱势群体，以及具有特色产业与物流便利行政村家庭的消费促进效果更明显。基于此，提出搭建综合性农村电商创业生态网络，赋能农村家庭消费潜力释放；构建“电商+”复合发展模式，强化就业与收入增长与消费升级的协同效应；精准施策，激活农村电商创业的差异化发展潜力；创新驱动消费场景多元化，引领农村消费升级新模式的政策建议。

Abstract

The development of e-commerce has provided a broad space for rural household entrepreneurship, and in the context of e-commerce entrepreneurship, studying the household consumption utility of rural e-commerce entrepreneurship can help to understand the impact of the entrepreneurial behaviours of rural households on household consumption. The article comprehensively assesses the consumption-enhancing effects of rural e-commerce entrepreneurship using multivariate data such as the China Household Finance Surveys and the Peking University County Digital Rural Index. It finds that e-commerce entrepreneurship can significantly boost total rural household consumption, not only through increasing wage income and stimulating income-supported consumption demand, but also through mechanisms such as the cultivation of digital consumption habits and the reduction of local trade costs, which can contribute to the upgrading of consumption structure. Heterogeneity analyses finds that e-commerce entrepreneurship has a more pronounced consumption promotion effect on disadvantaged groups such as older, female-headed and low-income households, as well as households with specialized industries and logistically convenient administrative villages. Based on this, we propose recommodations such as establishing a comprehensive rural e-comerce entrepreneurship ecosystem to empower rural households to realise their consumption potential; constructing a e-commerce+composite development model to strengthen the synergistic effects of employment and income growth with consumption upgrades; implementing precise policies to activate the differentiated development potential of rural e-commerce entrepreneurship; driving innovation to diversify consumption scenarios and lead the way in new models of rural consumption upgrades.

关键词

电商创业 / 农村消费 / 消费结构

Key words

e-commerce entrepreneurship / rural consumption / consumption structure

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基金资助

*教育部人文社会科学西部青年基金项目(22XJC790010)

全国党校（行政学院）系统社科规划一般课题项目(2024DXXTYB046)