Research on the Impact of E-commerce Development Level on Rural Residents’ Consumption

This paper selected the panel data of 31 provinces and cities in China from 2015 to 2021 to establish a multiple linear regression model to explore the impact of China’s e-commerce development level on rural residents’ consumption from two aspects:rural residents’ consumption level and rural residents’ consumption structure. It found that:①The development level of e-commerce could significantly improve the consumption level of rural residents from the perspective of residents’ consumption level. ②The development level of e-commerce had a positive impact on the development and enjoyment consumption and survival consumption from the perspective of residents’ consumption structure,among which the impact of development and enjoyment demand consumption was greater than that of survival demand consumption,and the active development of e-commerce could optimize the consumption structure of rural residents.