就业稳定性对农村家庭网购消费的影响研究
Study on the Influence of Employment Stability on Rural Household Online Shopping Consumption
摘要: 网购消费规模不断扩大，对经济的促进作用日益显著。本文基于2019年中国家庭金融调查的数据，通过最小二乘法(OLS)与倾向得分匹配法(PSM)分析发现就业稳定性会对农村家庭网购消费产生显著的正向促进作用。就业稳定会提高家庭总收入，进而推动家庭网购消费水平的提升。从众行为会正向调节就业稳定性对农村家庭网购消费的影响。此外，就业稳定性对青年人群家庭网购消费提升效果最为明显，但对中老年人的提升效果相对较少。收入是消费的基础和前提。应建立健全农民工就业服务体系，提高就业保障，促进农村居民工资性收入稳步增长。同时，要进一步完善农村网络、道路等基础设施建设，提高快递服务质量，开发农村网购消费潜力。
Abstract: The scale of online shopping consumption continues to expand, and its role in promoting the economy is increasingly significant. Based on the data of the 2019 China Household Finance Survey, this paper analyzes the employment stability and rural household online shopping consumption by the ordinary least squares (OLS) and propensity score matching (PSM), finding that employment stability can significantly promote rural household online shopping consumption. Stable employment can improve the total household income, and further promote the increase of the level of family online shopping consumption. Conformity behavior can significantly positively regulate the influence of employment stability on rural households’ online shopping consumption. In addition, employment stability has the most obvious effect on the improvement of household online shopping consumption of young people, but the improvement effect on middle-aged and elderly people is relatively small. Income is the basis and premise of consumption. We should establish a sound employment service system for migrant workers, improve employment security, and promote the steady growth of wage income of rural residents. At the same time, it is necessary to further improve the construction of rural networks, roads and other infrastructure, improve the quality of express delivery services and develop the potential of rural online shopping consumption.
文章引用：程润泽, 杨丽莎. 就业稳定性对农村家庭网购消费的影响研究[J]. 电子商务评论, 2024, 13(3): 5490-5497. https://doi.org/10.12677/ecl.2024.133674

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