电商平台使用、金融素养与农村居民消费水平提升:基于CSS数据的实证分析  

E-commerce Platform Usage,Financial Literacy,and Improvement of Rural Residents'Consumption Level:Empirical Analysis Based on CSS D ata

作　　者：张旻书 ZHANG Minshu(School of Business and Tourism,Hunan Vocational College for Nationalities,Yueyang,Hunan 414000,China;Sehan University,Seoul South Korea 570203)

机构地区：[1]湖南民族职业学院商贸旅游学院,湖南岳阳414000 [2]韩国世翰大学,韩国首尔570203

出　　处：《河南工学院学报》2024年第5期66-71,共6页Journal of Henan Institute of Technology

基　　金：湖南省社会科学成果评审委员会课题(XSP2023JYC123)。

摘　　要：随着数字经济的蓬勃发展,电商平台已成为推动农村消费的重要力量。以2015、2017、2019、2021年CSS中的农业户籍人员数据为样本,探究了电商平台使用与金融素养对农村居民消费水平的影响机制。研究发现:电商平台使用会显著提升农村居民消费支出;电商平台使用有助于推动农村居民消费结构升级,提升发展性消费占比;金融素养在电商平台使用中对农村居民消费水平的影响上起到调节作用;金融素养对不同分位点的农村居民消费水平和消费结构的调节作用具有差异性;电商平台使用对农村居民消费结构的影响,以及金融素养对二者的调节作用在不同地区存在差异。With the booming development of the digital economy,e-commerce platforms have become an important force in promoting rural consumption.This paper takes the data of agricultural registered residence registered persons in the 2015,2017,2019 and 2021 China Social Situation Survey(CSS)as samples,and deeply explores the impact mechanism of e-commerce platform use and financial literacy on rural residents'consumption level.Research has found that the use of e-commerce platforms significantly increases the consumption expenditure of rural residents;The use of e-commerce platforms helps to promote the upgrading of rural residents'consumption structure and increase the proportion of development oriented consumption;Financial literacy plays a moderating role in the impact of e-commerce platform usage on the consumption level of rural residents;The moderating effect of financial literacy on the consumption level and consumption structure of rural residents at different percentiles varies;The impact of e-commerce platform usage on the consumption structure of rural residents,as well as the moderating effect of financial literacy on both,varies significantly in different regions.The above conclusion helps to understand the profound impact of e-commerce platforms and financial literacy on the consumption level of rural residents.

关 键 词：电商平台使用 金融素养 农村居民消费支出 农村居民消费结构 

分 类 号：F126.1[经济管理—世界经济]