短视频有助于农村居民家庭消费“扩容提质”吗？

Do Short-Video Platforms Promote the Expansion and Improvement of Rural Household Consumption?

摘要:

数字技术赋能农村消费，是促进消费结构升级、实现经济高质量发展的重要路径。基于中国农村家庭的追踪调查数据，运用理论分析与实证检验方法，探究了短视频对农村居民家庭消费“扩容提质”的影响效应及作用机制。研究发现：第一，短视频会显著促进农村家庭人均总消费增长，有力实现消费“扩容”；第二，短视频对文教娱乐等享受型消费的促进作用最为突出，有效推动消费“提质”；第三，机制检验表明，短视频通过促进网络购物与改变主观地位认知双重路径发挥作用；第四，进一步分析显示，短视频促消费的边际效应随着消费水平提高呈先升后降的特征，短视频对不同收入水平家庭的消费结构影响存在显著差异，对外出务工家庭的影响更为明显。根据研究结论，提出增强农村居民数字消费能力、引导短视频内容创新、强化农村电商基础设施与心理赋能建设等政策建议，突出分类指导、精准施策的工作方法，充分利用以短视频为代表的新型数字技术加快推进农村居民消费“扩容提质”发展进程。

Abstract:

Digital empowerment of rural consumption is regarded as an important pathway to promote consumption-structure upgrading and to achieve high-quality economic development. Panel data from a longitudinal survey of Chinese rural households were used. The effects of short-video platforms on rural household consumption expansion and quality upgrading were examined by means of theoretical analysis and empirical tests. Short-video exposure was found to significantly increase per-capita total consumption of rural households, effectively achieving consumption expansion. The stimulating effect of short videos was most pronounced for leisure-oriented expenditures, such as cultural, educational, and entertainment consumption, thereby promoting consumption quality upgrading. Mechanism tests indicated that short videos operate through two channels: facilitating online shopping and altering subjective-status perceptions. Further analysis showed that the marginal effect of short videos on consumption first increases and then decreases as the consumption level rises. Significant heterogeneity was observed across income groups in the impact on consumption structure, with stronger effects for households with migrant workers. Accordingly, policy recommendations are proposed. Rural residents’ digital consumption capabilities should be enhanced. Innovation in short-video content should be guided. Rural e-commerce infrastructure should be strengthened and psychological-empowerment initiatives should be developed. Tailored guidance and precise policy measures should be emphasized to fully leverage short-video technologies in accelerating the expansion and quality upgrading of rural consumption.