%0 Journal Article %T 数字金融使用对农村家庭消费多样性的影响研究
Research on the Impact of Digital Finance Utilization on Consumption Diversity of Rural Households %A 张倩 %J E-Commerce Letters %P 3663-3672 %@ 2168-5851 %D 2025 %I Hans Publishing %R 10.12677/ecl.2025.1451684 %X 扩大农村家庭消费对提高农村居民生活质量与持续推动乡村振兴具有重要意义。数字金融凭借低成本、覆盖广以及便利性等优势为刺激农村家庭消费潜力提供了新的思路。本文采用2019年中国家庭金融调查(CHFS)数据，使用OLS模型与调节效应模型，基于农村家庭消费多样性视角，探讨数字金融使用对其的影响及作用机制。研究发现：(1) 数字金融使用正向促进农村家庭消费多样性增长；(2) 数字金融使用对未婚户主、高资产农村家庭以及西部地区的农村家庭的消费多样性增长的促进作用更为突出；(3) 金融素养在数字金融使用对农村家庭消费多样性的影响中存在正向调节作用。鉴于此，应大力促进农村数字金融发展，提高农户金融素养和文化程度，为农村家庭增加收入与消费信心从而提振消费提供新动能。
Expanding rural household consumption is of great significance for improving the quality of life of rural residents and sustainably promoting rural revitalization. Digital finance, with its advantages of low cost, wide coverage, and convenience, offers new insights into stimulating the consumption potential of rural households. This paper employs data from the China Household Finance Survey (CHFS) 2019 and utilizes both OLS and moderation effect models to explore the impact and mechanism of digital finance usage on rural household consumption diversity. The findings reveal that: (1) The use of digital finance positively promotes an increase in the diversity of rural household consumption; (2) The positive effect of digital finance usage on consumption diversity is more pronounced among unmarried heads of households, high-asset rural households, and rural households in the western regions; (3) Financial literacy plays a positive moderating role in the influence of digital finance usage on the diversity of rural household consumption. In light of this, efforts should be made to vigorously promote the development of rural digital finance, enhance farmers’ financial literacy and educational level, and provide new momentum for increasing rural households’ income and consumption confidence, thereby boosting consumption. %K 数字金融， %K 农村家庭， %K 消费多样性
Digital Finance %K Rural Households %K Consumption Diversity %U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=116402