Author(s)

Zhengwen Chen

Corresponding Author

Zhengwen Chen

Abstract

Based on the data of China Family Panel Studies 2016, this study examines the relationship between online shopping and happiness index of rural residents. The results show that among china rural residents, online shopping has a positive impact on happiness index. In order to avoid endogenous problems, we using the instrumental variable, the instrumental variable regression is still significant. Combining expansive analysis, we found that online shopping can bring higher positive effects to rural residents with lower socioeconomic status, such as individuals with lower household income or lower education. Through statistical analysis, we believe that it is feasible to improve the happiness and well-being of rural residents by improving the construction of rural communication infrastructure and cultivating rural residents' online shopping habits.

Keywords

Happiness Index; Online Shopping; Socioeconomic status