短视频消费的崛起:新媒体使用与家庭消费  

The Rise of Short Video Consumption:New Media Use and Household Consumption

作　　者：晋晓姝 王奇 谢凯 JIN Xiao-shu;WANG Qi;XIE Kai

机构地区：[1]中共四川省委党校区域经济教研部 [2]四川大学商学院 [3]西南财经大学经济与管理研究院

出　　处：《消费经济》2025年第1期18-32,共15页Consumer Economics

基　　金：全国党校(行政学院)系统社科规划一般课题“科技社会化服务赋能农业现代化的效果评估与路径优化研究”(2024DXXTYB046);国家自然科学基金青年项目“农村数字基础设施的收入分配效应评估、机制研究与优化设计”(72203155);四川省自然科学基金青年项目“家庭数字化转型对绿色化生活的影响研究:指标测度、机制研究与政策优化”(2024NSFSC1092)。

摘　　要：移动互联网时代,短视频凭借“短平快”等传播优势从网络社交工具演化为新媒体消费形态,能够有效促进新型消费转化。本文基于2021年中国家庭金融调查数据开展实证分析,检验短视频使用是否促进了家庭消费。研究发现,短视频使用显著提升了家庭消费水平,在全面释放家庭各类消费潜力的同时,有助于家庭消费提质升级,该结论通过了工具变量回归、替换变量、限制样本等一系列稳健性检验。机制分析表明,短视频使用不仅促进了线上消费提升,还带动了线下消费增长,从而有效推动了家庭总消费的增加。此外,短视频赋能家庭消费具有普惠性,对低收入、低学历和农村家庭的消费促进效果更强,实现了包容性发展。本文量化评估了短视频使用的消费提振效应,对新媒体环境下短视频平台高质量发展,以及激发数字技术赋能居民消费潜力具有重要启示意义。In the era of mobile Internet,short video has evolved from an online social tool to a new media consumption form by virtue of its communication advantages such as“short,flat and fast”,which can effectively promote the transformation of new consumption.Based on the data of the 2021 China Household Finance Survey,this paper conducts an empirical analysis to examine whether the use of short videos promotes household consumption.The results show that the use of short video significantly improves the level of household consumption,and helps to improve the quality and upgrading of household consumption while fully releasing the potential of various household consumption.Mechanism analysis shows that the use of short video not only promotes the increase of online consumption,but also drives the growth of offline consumption,thus effectively promoting the increase of total household consumption.In addition,short videos empower family consumption to be inclusive,and have a stronger effect on low-income,low-educated,and rural families,achieving inclusive development.This paper quantitatively evaluates the consumption boosting effect of short video use,which has important implications for the high-quality development of short video platforms in the new media environment and the stimulation of residents'consumption potential empowered by digital technology.

关 键 词：短视频 家庭消费 线上消费 线下消费 消费升级 

分 类 号：F063.2[经济管理—政治经济学]