You Are What You Think

Abstract

Under the Internet context, the integrated development of new media technology and rural e-commerce provides both technical tools and practical pathways for increasing farmers’ income. Focusing on new media e-commerce channels, this study uses data from the 2020 China Rural Revitalization Survey (CRRS) to empirically analyze the effect of new media e-commerce on farm household income. The results show that, first, the use of new media e-commerce significantly increases rural household income, and Internet development moderates the income-enhancing effect of new media; that is, as the Internet becomes more widely available and used, new media e-commerce can be adopted by more farm households and contribute to their income growth. Second, transaction channels based on opening stores on platforms, short-video platform formats, and pro-agricultural intermediary links are more conducive to strengthening the income-enhancing effect of new media e-commerce. Third, new media e-commerce channels with stronger interaction can promote farm household income more significantly through media interaction functions. This study therefore provides policy evidence for strengthening the promotion of new media channels in rural areas and for promoting the integrated and mutually reinforcing development of farm household income growth and new media.