摘 要

随着中国经济的快速发展，人民的收入和消费水平得到了很大的提升。城乡居民的消费水平整体有了质的飞跃，但由于发展过程中存在的一些问题，城乡居民的消费差距非但没有缩小，反而有越来越大的趋势，这严重制约了我国提高整体居民消费水平的进程。受益于互联网的快速发展，电子商务的兴起和发展给消费注入了新的活力与动力，而物流业的快速发展给消费创造了更多可能，居民不仅能通过电子商务平台降低消费的搜寻成本，还能作为生产者，将市场扩大到地理限制范围之外创造收入。电子商务对居民消费的作用已经显现出来了，因此本文以2014-2018年我国14个省级面板数据为样本构建计量模型进行实证测度，探究电子商务的发展对我国城乡居民的消费结构的影响。结果显示：在10%的显著性水平下，电子商务发展会降低城市居民生存型消费比例和促进城市居民发展型消费比例，对城市居民享受型消费比例则没有显著的影响，从总体上来说，电子商务的发展较低程度地促进了城市居民消费结构升级，而对于农村居民来说，电子商务的发展并没有对其消费结构产生影响。根据实证分析的结果，本文得出以下几点建议：第一，加快电子商务基础设施的建设进程，尤其是电子商务走进农村的进程，使农民享受到电子商务的发展成果，促进农村居民消费结构的升级；第二，政府未来要更加关注低收入群体的收入和消费水平的提升，政府要注意收入分配与再分配过程中低收入群体的利益，尽可能保护低收入群体的收入水平，从根本上挖掘低收入群体的消费潜力；第三，加大电子商务平台建设投入力度，畅通流通渠道，激发企业的创新积极性，丰富消费者的选择，同时提高电子商务平台的安全保障，给消费者提供更多更安全的消费选择，给消费者带来更满足的消费体验，促进消费升级。

关键词：城乡消费比较；电子商务；消费结构第1页

Abstract

With the rapid development of China's economy,people's income and consumption level has been greatly improved. The overall consumption level of urban and rural residents has made a qualitative leap, but the consumption gap between urban and rural residents has a growing trend due to some problems in the development process,which seriously restricts the process of improving the overall consumption level of our country. Benefiting from the rapid development of the Internet,the rise and development of e-commerce has injected new vitality and power into consumption, while the rapid development of logistics industry has created more possibilities for consumption on line. Residents can not only reduce the search cost of consumption through e-commerce platform, but also expand the market beyond geographical limits. The effect of e-commerce on Residents' consumption has emerged,so this paper uses 14 provincial panel data from 2014 to 2018 as samples to build an econometric model to explore the impact of the development of e-commerce on the consumption structure of urban and rural residents in China. The results show that: at the confidence of 10%,the development of e-commerce will reduce the proportion of urban residents' survival consumptionand promote the proportion of urban residents' development consumption, but has no significant impact on the proportion of urban residents' enjoyment consumption. Generally speaking, the development of e-commerce has promoted the upgrading ofurban residents' consumption structure to a low degree,while for rural residents, the development of e-commerce has no influence on its consumption structure. According to the results of empirical analysis, this paper draws the following suggestions: firstly,speed up the construction process of e-commerce infrastructure,especially the process of e-commerce into the countryside,so that rural residents can enjoy the fruits of e-commercedevelopment, and promote the upgrading of rural residents' consumption structure; secondly, the government should pay more attention to the improvement of low-income groups' income and consumption level in the future. The government should pay more attention to the interests of low-income groups in the process of income distribution and redistribution to protect the low-income groups,in which we can fundamentally tap the consumption potential of low-income groups; thirdly,increase the investment in the construction of e-commerce platform, smooth the circulation channels, stimulate the innovation enthusiasm of enterprises to enrich the choice of consumers, and improve the security of e-commerce platform , so we can provide consumers with more and safer consumption choices and bring them more satisfied consumption experience. At last, the consumption structure will be upgraded.