互联网使用与农户消费结构升级——基于消费能力和消费意识视角的分析  

Internet Adoption and the Evolution of Rural Household Consumption Patterns:An Examination from the Lens of Consumption Capability and Awareness

作　　者：李俊海 韩建一 吴本健[1] 朱海波[3] Li Junhai;Han Jianyi;Wu Benjian;Zhu Haibo(School of Economics,Minzu University of China,Beijing;CPPCC Daily,Beijing;Agricultural Information Institute,Chinese Academy of Agricultural Sciences,Beijing)

机构地区：[1]中央民族大学经济学院 [2]人民政协报社 [3]中国农业科学院农业信息研究所

出　　处：《经济社会体制比较》2024年第1期94-106,共13页Comparative Economic & Social Systems

基　　金：国家自然科学基金面上项目“新时期的小额信贷与相对贫困治理:理论反思、机制分析及路径优化”(项目编号:72073151)。

摘　　要：农村地区是中国消费大循环的一片“洼地”,而通过使用互联网,农户消费结构是否得到了升级,是一个值得探讨的问题。文章在理论分析基础上,利用中国农业科学院2018年中国西部欠发达地区农户生计与食物安全综合调查数据,就互联网使用对农户消费结构的影响展开实证分析。研究发现,互联网使用能够显著促进农户生存型消费支出占比降低,享受型、发展型消费支出占比提高,实现消费结构升级,并且该结论在利用倾向得分匹配、工具变量、Tobit模型等方法检验后依旧成立。进一步研究发现,互联网使用对农户消费结构升级的促进作用是通过提升消费能力和优化消费意识实现的,前一机制主要对物质消费升级发挥作用,后一机制主要对精神消费升级发挥作用;网速快的农户、有培训经历的农户消费结构升级效果更明显;相较于其他上网活动,交流沟通、网上购物、在线学习和网上支付更有利于农户消费结构升级。因此,政府应当加大对西部农村地区数字基础设施的投资力度,强化农户生产生活技能培训,推动数字乡村建设迈向更高台阶。Rural regions represent a segment of China's consumption cycle that has significant room for growth.This study investigates whether rural household consumption structures have evolved through Internet adoption.Drawing from a theoretical backdrop,the paper conducts an empirical analysis using data from the 2018 Comprehensive Survey on Rural Households' Livelihoods and Food Security in Western China's Less Developed Western Areas,conducted by the Chinese Academy of Agricultural Sciences.The findings suggest that internet usage notably contributes to reducing the share of subsistence-oriented consumption while increasing the share of enjoyment and development-oriented consumption among rural households,signaling an enhancement in consumption structures.These results remain robust following validation through propensity score matching,instrumental variable approaches,and Tobit model analyses.Further examination reveals that the positive influence of Internet use on the refinement of consumption structures is mediated by the enhancement of consumption capability and the refinement of consumption awareness.The former predominantly affects the improvement of tangible consumption,while the latter influences the enhancement of intangible consumption.Households with faster Internet speeds and those who have received relevant training exhibit a more pronounced evolution in their consumption patterns.Among various online activities,communication,e-commerce,e-learning,and digital payments are particularly effective in fostering the progression of rural consumption structures.Consequently,the government should increase investments in digital infrastructure in rural western areas and bolster training in production and life skills for farmers,thereby advancing the development of digital villages to a new zenith.

关 键 词：互联网使用 消费结构升级 消费能力 消费意识 

分 类 号：F49[经济管理—产业经济] F323.8