Educational Structure of Resident, E-commerce Transactions and Residents’ ConsumptionEmpirical Analysis based on Synergistic and Mediating Effects

Author/s: Xuanxuan Zhang, Guohua Cao

DOI: 10.12738/estp.2018.6.168 

Year: 2018 Vol: 18 Number: 6

Abstract

This paper used the panel data of 31 provinces and cities in China from 2005 to 2016 to analyze the relationship among educational structure of resident, e-commerce transactions and residents’ consumption. Firstly, we analyzed the impact of different educational structure of resident of consumers on online e commerce transactions. We found that different educational structure of resident has different impacts on the application degree of e-commerce consumption. Secondly, we analyzed the synergistic effect between educational structure of resident and e-commerce transactions to residents’ consumption. We found that interaction terms would not change the effect direction of educational structure of resident on consumer spending. Thirdly, this paper studied the impact of educational structure of resident on residents’ consumption expenditure by acting on e-commerce transaction. The research results showed that educational structure of resident have an indirect effect on residents’ consumption by e-commerce transaction. Finally, the robustness test was carried out by changing the dependent variables, and the results verified the previous conclusions.

Keywords
E-commerce Transaction, Educational Structure of Resident, Resident Consumption, Synergistic Effect, Mediating Effect

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