互联网使用对家庭电商消费的影响研究——基于CGSS2018数据的实证分析

Research on the Impact of Internet Usage on Household E-Commerce Consumption —Empirical Analysis Based on CGSS2018

摘要: 本文基于2018年中国综合社会调查(CGSS)数据，立足于数字经济快速发展的时代背景，从理论与实证两个维度系统检验了互联网使用对家庭消费水平及消费结构的影响机制与效应。研究发现：首先，互联网使用显著提升了家庭消费水平，使用互联网的家庭其消费支出平均高出未使用家庭约35.7%。其次，互联网使用促进了消费结构升级，使得居民消费模式从生存型向发展享受型转变的概率显著提高约6.7个百分点。进一步的异质性分析表明，互联网的消费促进效应在年轻群体和高收入群体中更为显著，但在城乡户籍群体间不存在显著差异，这体现了数字红利的普惠性特征。机制分析表明，电商平台所带来的信息获取渠道的拓宽、消费选择多样性以及消费观念的现代化是互联网影响消费的重要路径。本研究不仅为理解数字经济时代背景下互联网通过电商渠道的微观经济效应提供了新的经验证据，其研究发现也对制定旨在释放居民消费潜力、弥合数字鸿沟的公共政策具有重要启示意义。

Abstract: Based on the 2018 China General Social Survey (CGSS) data, this paper, in the context of the rapid development of the digital economy, systematically examines the mechanism and effect of internet usage on household consumption levels and consumption structures from both theoretical and empirical dimensions. The research findings are as follows: Firstly, internet usage significantly boosts household consumption levels, with the average consumption expenditure of internet-using households being approximately 35.7% higher than that of non-users. Secondly, internet usage promotes the upgrading of consumption structures, increasing the probability of residents’ consumption patterns shifting from subsistence to development and enjoyment by about 6.7 percentage points. Further heterogeneity analysis indicates that the consumption promotion effect of the internet is more pronounced among younger and higher-income groups, but there is no significant difference between urban and rural registered population groups, which reflects the inclusive nature of digital dividends. Mechanism analysis reveals that the broadening of information acquisition channels, the accumulation of social capital, and the modernization of consumption concepts are important pathways through which the internet influences consumption. This study not only provides new empirical evidence for understanding the microeconomic effects of the internet in the context of the digital economy era but also has significant implications for formulating public policies aimed at unleashing residents’ consumption potential and bridging the digital divide.