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<p>Rural e-commerce is increasingly recognized as a pathway to improving quality of life in rural areas. Leveraging the quasi-natural experiment of the “Rural E-commerce Comprehensive Demonstration” (RECD) project and data from the&#xa0;Chinese Family Database&#xa0;(CFD) and the&#xa0;China Household Finance Survey (CHFS) spanning 2013–2019, this study employs a time-varying Difference-in-Differences (DID) model to investigate the impact of rural e-commerce on the subjective well-being (SWB) of rural residents, examining both direct effects and underlying mechanisms. Our findings demonstrate that the RECD project significantly enhances SWB, particularly among low-income individuals, those with lower consumption levels, the elderly, agricultural workers, and residents with access to telecommunication services. Moreover, the SWB-enhancing effects are more pronounced in less developed regions, areas with agricultural industrial bases, regions with advanced digital infrastructure, and localities with high levels of digital governance. We further identify that the development of digital inclusive finance and internet broadband access amplifies the positive impact of rural e-commerce on well-being. The RECD project facilitates SWB through improved capabilities (digital literacy), material conditions (income and consumption), and psychosocial well-being (social cohesion and reduced income inequality). These findings provide empirical evidence to support policies promoting rural e-commerce and offer valuable insights for developing countries seeking to enhance the welfare of rural populations.</p>

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Rural e-commerce and happiness: evidence from China

  • 期刊论文

  • 发表日期：

    2025年6月11日

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  • Lei Wang,
  • Shengqi Lyu,
  • Lihong Zhou

摘要

Rural e-commerce is increasingly recognized as a pathway to improving quality of life in rural areas. Leveraging the quasi-natural experiment of the “Rural E-commerce Comprehensive Demonstration” (RECD) project and data from the Chinese Family Database (CFD) and the China Household Finance Survey (CHFS) spanning 2013–2019, this study employs a time-varying Difference-in-Differences (DID) model to investigate the impact of rural e-commerce on the subjective well-being (SWB) of rural residents, examining both direct effects and underlying mechanisms. Our findings demonstrate that the RECD project significantly enhances SWB, particularly among low-income individuals, those with lower consumption levels, the elderly, agricultural workers, and residents with access to telecommunication services. Moreover, the SWB-enhancing effects are more pronounced in less developed regions, areas with agricultural industrial bases, regions with advanced digital infrastructure, and localities with high levels of digital governance. We further identify that the development of digital inclusive finance and internet broadband access amplifies the positive impact of rural e-commerce on well-being. The RECD project facilitates SWB through improved capabilities (digital literacy), material conditions (income and consumption), and psychosocial well-being (social cohesion and reduced income inequality). These findings provide empirical evidence to support policies promoting rural e-commerce and offer valuable insights for developing countries seeking to enhance the welfare of rural populations.