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The challenges facing agriculture, rural areas, and farmers continue to be crucial in Chinese economic and social progress. However, because of constraints such as geographical position, knowledge and technology, and financial resources, rural economic progress has lagged behind. Therefore, how to effectively solve the dilemma of rural and agricultural development, increase residents' income, and improve their quality of life have become key tasks in national policy documents. As a crucial modern economic model, e-commerce provides rural residents with more accessible market entry channels, promotes product sales, diversifies income sources, and plays a vital role in revitalizing the rural economy. Research on how rural e-commerce affects rural residents' earnings holds considerable importance for attaining the objectives of Rural Revitalization and Common Prosperity.
This study initially investigates the mechanisms through which rural e-commerce influences farmers' income. Utilizing panel data covering 31 Chinese provinces between 2014 and 2022, this study employs a fixed effects model to finish regression analysis and empirically validate the actual effects. The empirical results demonstrate that rural e-commerce shows a statistically significant positive impact on farmers' earnings, confirming its effectiveness as a viable way to elevate local residents' income.
In response to these outcomes, this study focuses targeted suggestions from five perspectives: modernization development, brand building, talent cultivation, trust mechanism construction, and policy support. These suggestions aim to facilitate the sustainable development of rural e-commerce, further increase rural residents' income, narrow regional development gaps, and to realize the strategic objectives of rural revitalization in the long run.
