Heterogeneity Analysis and Influence of Online Retail on the Consumption of Urban and Rural Residents
Online retail has become a new form of sales and supply under the development of digital economy.As an important part of the consumer market,it is of great significance to build a new economic development pattern and stimulate the consumption potential of urban and rural residents.Based on the internal correlation between online retail and residents'consumption,this paper constructs the influence mechanism between online retail and urban and rural residents'consumption,and tests the theoretical mechanism through intermediary effect model.The study shows that online retail has a significant effect on the consumption of urban and rural residents,but it has certain"crowding out effect"on the offline consumption.The influence mechanism shows that improving social security and promoting competition in the industry are important ways to promote the consumption of the urban and rural residents through online retail.Heterogeneity test shows that the effect of online retail on the consumption of rural residents is more significantly in the east compared with the central and western regions,showing the gradient of east-central-west.Accordingly,this paper proposes to consolidate and cultivate emerging consumption growth points,promote the integration of online and offline development,build a diversified consumption ecology,and promote the transformation of old and new economic drivers,in order to further release the consumption potential of urban and rural residents.
online retailconsumption of urban and rural residentsnew retailinfluence mechanism
NETL
NSTL
万方数据
维普
