Abstract:

Rural consumption market has a broad space and great potential, and digital village development brings more convenience to rural residents, which can stimulate the consumption potential of rural residents to a large extent. Using provincial panel data from 2011 to 2020 in China, this article calculated the comprehensive evaluation index of digital village development level and comprehensive evaluation index of consumption potential of rural residents through the entropy method, and analyzed the effect of digital village development on unleashing the consumption potential of rural residents. The results showed that digital village development showed a significant positive effect on unleashing the consumption potential of rural residents, and there was regional heterogeneity and educational level heterogeneity. Therefore, digital village should be realized to unleash the consumption potential of rural residents by promoting digital village development, promoting regional coordinated development and improving the rural consumption environment.

Key words: digital village, rural residents, consumption potential