The Impact of Rural E-commerce on the Common Prosperity of Residents: An Empirical Analysis Based on Micro Data in China

Realizing common prosperity is the ultimate wish of all Chinese people. In recent years, as rural areas have shifted their focus towards digital development, rural industries have embraced e-commerce, effectively harnessing the power of "e-commerce" to propel common prosperity. In China, Zhejiang Province, as a national model area for common prosperity, has provided valuable experience for the whole country by combining digital reform and common prosperity. The development of rural e-commerce has not only significantly increased the income of residents, but also driven the prosperity of the rural economy. However, to promote common prosperity with digital reform, it is not enough to raise residents' material affluence. While pursuing material affluence, we should also pay attention to spiritual affluence. In order to explore the influencing factors and mechanism of rural e-commerce on residents' common prosperity, this paper is based on the micro-sample survey data of 192 Taobao villages in Zhejiang Province, China, and organically combines quantitative research methods, such as multiple regression analysis, heterogeneity test, robustness test, mediation effect model, regulatory effect model, and qualitative methods, such as interview, questionnaire, and empirical generalization, with cross-validation. The results of the study show that: ①rural e-commerce has a significant positive effect on residents' material affluence, spiritual affluence and ecological affluence; ②material affluence and ecological affluence are the main factors that rural e-commerce promotes the transmission path of spiritual affluence; ③entrepreneurship, social capital and financial literacy play a significant positive regulatory role between rural e-commerce and material affluence; ④career identity plays a positive regulatory role and unequal opportunities plays a negative regulatory role between rural e-commerce and spiritual affluence respectively. This research offers valuable insights for future rural development decisions, serving as a valuable reference for other regions' rural development efforts. Moreover, it offers inspiration and a practical path for achieving comprehensive well-being in the new era.