크로스보더 전자상거래가 농촌 주민의 심리적 웰빙에 미치는 영향 분석: 중국 저장성 6개 도시의 미시 설문자료를 중심으로*

Cross-border e-commerce, a rapidly growing foreign trade sector with significant economic potential and far-reaching influence, offers rural residents diverse opportunities to increase their income. However, existing research has primarily overlooked its impact on the psychological well-being of rural residents. Drawing on survey data from 131 e-commerce specialized villages across six prefecture-level cities in Zhejiang Province, this study empirically investigates the effects and transmission pathways of cross-border e-commerce on rural residents’ psychological well-being. The findings indicate that cross-border e-commerce significantly enhances psychological well-being through five key mediating mechanisms: increasing household income, reducing income disparity, improving quality of life, fostering green behaviors, and promoting consumption upgrading. Moreover, professional identity and professional competence positively moderate the relationship between cross-border e-commerce and psychological well-being. Additionally, gender, education level, and regional distribution exhibit significant heterogeneity in these effects. This study not only enriches the understanding of the economic and social consequences of cross-border e-commerce but also broadens the research scope on the determinants of psychological well-being. The findings provide valuable policy insights for advancing rural digitalization and promoting the sustainable development of cross-border e-commerce.