数字经济对农村居民消费的影响分析——以重庆市万州区为例
Analysis of the Impact of Digital Economy on Rural Residents’ Consumption—A Case Study of Wanzhou District, Chongqing

推动消费的全面增长是构建以国内大循环为主导、国内国际双循环相互促进的新发展格局的关键要素。数字经济的蓬勃发展催生了众多新型消费模式和场景，为居民消费增长带来了重要契机。本研究以重庆市万州区为案例，综合运用宏观数据和问卷调查结果，发现数字经济显著提高了居民消费支出，推动消费结构升级，促使生存型消费向更高层次的发展型消费转变。其影响机制主要体现在提升网络购物的便利性、提高创业活跃度和非农就业水平等方面。这些因素共同提升了居民消费水平。研究结论为理解数字经济如何推动消费提供了新视角，并为政府制定和完善消费刺激政策提供了参考依据。
Promoting comprehensive growth in consumption is a key element in building a new development pattern that is dominated by domestic circulation and promotes the interaction of domestic and international dual circulations. The vigorous development of the digital economy has given rise to many new types of consumption patterns and scenarios, bringing significant opportunities for the growth of residents’ consumption. This study takes Wanzhou District of Chongqing as a case and comprehensively employs macro data and survey results to find that the digital economy significantly increases residents’ consumption expenditure, promotes the upgrading of consumption structure, and shifts consumption from basic survival needs to higher-level developmental needs. The mechanisms through which this impact is realized mainly include enhancing the convenience of online shopping, increasing entrepreneurial activity, and raising the level of non-agricultural employment. These factors collectively improve the consumption level of residents. The study’s conclusions provide a new perspective for understanding how the digital economy drives consumption and offer a reference for governments to formulate and improve consumption-stimulating policies.