关键词: 农产品电商, 收入, 工具变量, 条件分位数处理效应

Abstract: As a new business model was spun off directly from the digital economy, rural e-commerce provides a new channel for farmers to increase their income. We conduct an empirical study to analyze the effect of rural e-commerce on Chinese family farms’ income increase, based on the microdata of the new agricultural operator development index special survey from national rural fixed sites of observation. The results show that rural e-commerce operations can exert a significant positive influence on family farms’ income increase, but the income increase effect of rural e-commerce is heterogeneous. The results of the conditional quantile treatment effect show that the effect of rural e-commerce on lower-middle-income farms is significantly better than that of upper-middle-income farms. In addition, the intermediary effect test proves that unique brand and product certification play a partly intermediary role in the income increase effect of rural e-commerce. In the future, the supporting service level of rural e-commerce should be improved so that in a good e-commerce atmosphere, rural e-commerce can play a better role in increasing the income of farms.

Key words: Rural E-commerce, Income, IV, CQTE