On Online Consumption and Farmers'Subjective Well-being:Mechanisms and Gap Effects
In the context of the rapid development of digital rural areas,continuously promoting online consumption is an important way to enhance the subjective well-being of rural residents and achieve common prosperity.However,the mechanisms and differ-ences in effects still need to be explored.Based on social comparison theory,the article elucidated the theoretical logic of online consumption promoting subjective farmers'well-being and the mechanism of subjective socio-economic status.The empirical re-sults are as follows.First,online consumption has improved the farmers'subjective well-being,mainly reflected in three aspects of family economy,social interaction and entertainment satisfaction.Second,online consumption improves the farmers'subjective so-cio-economic status by enhancing their well-being.Third,under the influence of online consumption,there exists a gap effect of farmers'subjective well-being in terms of income,age,and regional grouping.Therefore,on the one hand,the government should further accelerate the digital transformation of rural consumption to develop a green and healthy online consumption,which is con-ducive to promoting the subjective well-being of all farmers.On the other hand,the government needs to increase the construction of infrastructure related to online consumption in underdeveloped areas,further enhance the digital literacy of farmers,and bridge the subjective welfare differences in online consumption between regions and within farmers.
online consumptionsubjective well-beingfarmer social statuslife satisfaction
万方数据
维普
