Analysis on the Path of Digital Villages Affecting Rural Residents’ Consumption Upgrade: Based on the Investigation and Research of 164 Administrative Villages in the Pilot Area of Digital Villages in Zhejiang Province

Abstract

The weak consumption of rural residents has become an important factor restricting the healthy development of the Chinese economy. With the continuous development of digital construction in rural areas, its role in the upgrading of rural residents’ consumption is becoming more and more important. Based on the mechanism of 164 administrative villages in the pilot area of Zhejiang Province, and using staggered cluster analysis, MLR analysis, mediation effect model, etc., this paper discusses the impact and transmission mechanism of digital villages on rural residents’ consumption upgrade. The results show that farmers’ wage income, property income, and total income all play a significant positive mediating role in the process of promoting consumption upgrading in digital villages; information literacy is a latent variable in the process of promoting consumption upgrading in digital villages. It also played a significant positive mediating role. The research provides the micromechanism of the digital village affecting the consumption upgrade of rural residents and puts forward to promote the process of infrastructure construction, improve the construction of e-commerce system, pay attention to the differences among residents and other suggestions.