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The effect of e-commerce on rural revitalization*

With the popularization of smart phones and the penetration of the Internet in rural areas, rural e-commerce has become a new form of business in China's rural development, bringing new development opportunities for rural economy and becoming an important engine to boost rural revitalization. The development of rural e-commerce will help accelerate the flattening of urban and rural social structure and accelerate the development of rural society. As an innovative practice, rural e-commerce plays a key role in the implementation of rural revitalization strategy. E-commerce is becoming an increasingly important driver of economic growth, digital transformation and rural revitalization. This study aims to analyze the impact of rural e-commerce on rural revitalization from three aspects: rural tourism e-commerce, rural live streaming e-commerce and fresh e-commerce. The results show that rural tourism e-commerce, rural live streaming e-commerce and fresh e-commerce have a significant positive impact on rural revitalization. At the same time, it is pointed out that rural e-commerce will gradually become the main trend of agricultural products sales in the future. With the new digital technology and innovation, the disposable income of rural residents will increase, and the development of rural e-commerce will become more standardized, information-based and large-scale, bringing better development for rural economy.