An Empirical Study on Rural E-commerce Enabling Farmers’ Income Increase in Guangdong Province under the Background of Rural Revitalization

Rural Revitalization Strategy is Comrade Xi Jinping's strategy in the nineteen major reports of the party.The report of the 19th national congress pointed out that the problem of agriculture and rural farmers is a fundamental problem related to the national economy and the people's livelihood.We must always take solving the "three rural" problems as the top priority of the whole Party's work.With the implementation of the Rural Revitalization Strategy, rural e-commerce has mushroomed in this context.By 2021, 7023 Taobao villages have been established across the country, covering 28 provinces (municipalities directly under the central government), an increase of 1598 over the previous year, the total online retail sales of agricultural products has exceeded 75.06 billion yuan, and the number of rural express access users has increased to 10.17 million.In order to explore the correlation between rural e-commerce and increasing farmers' income, this paper makes an empirical analysis of China's rural e-commerce on increasing farmers' income by using multiple regression model, and comes to the conclusion that the development of rural e-commerce enables the growth of rural residents' per capita disposable income, the amount of postal investment, the number of postal service outlets, the number of rural delivery kilometers The average number of computers owned by rural households at the end of the year and the number of employed people in the postal industry have a positive impact on the per capita disposable income of rural residents.Among them, the increase of investment in the postal industry plays a supporting role in increasing the income of e-commerce enabled farmers.The number of service outlets in the postal industry and the number of rural delivery kilometers are external (facility) factors in the development of rural e-commerce, which plays a development foundation for increasing the income of e-commerce enabled farmers, What really plays a decisive role is the sense of participation of rural residents themselves.In addition, the number of employees in the postal industry plays a role in promoting the increase of farmers' income empowered by e-commerce.