润物细无声：短视频会刺激城乡居民消费吗？

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中图分类号：F126.1；G206；F49 文献标识码：A 文章编号：1007-5097（2025）08-0027-11

Silent Influence： Can Short Videos Stimulate Urban and Rural Household Consumption？

DU Yu，LIAO Yuxi

Abstract：ThisarticleutilizesdatafromtheFamilyPanelStudiesandemploysboththeoreticalanalysisand various econometric methods to discuss the impact and mechanism short video usage on household consumption. According totheresearch results，watchingshortvideossignificantlypromotes householdconsumption，andthisresult holds true in multiple robustnesstests.Mechanism analysis shows that the stimulating efect watching short videos on household consumption is achieved by increasing consumption reference points and promoting online shopping.Analysis consumption categories and structures reveals that watching short videos has amore significant promoting fcton cultural，educationaland entertainmentconsumption，which helps toupgrade theconsumption structure.Theurban-rural heterogeneityanalysis revealsthat watching short videoshas a greater impact onthe promotion therural household consumption.Basedonthisresearch，policyrecommendationsareproposed，suchasimproving internalland exteally， using thestick andthecarrot andaddressing both symptoms and root causes，aiming tostandardize and guide the development short videos and provide more support for bosting consumption，expanding domestic demand，and planning asa whole and promoting urban-rural integration.

KeyWords：digital technology;digital economy;expanddomesticdemand;consumptionupgrade;urban-rural integration; e-commerce

一、引言及文献综述

2025年国务院《政府工作报告》将“大力提振消费”作为第一项需要着重抓好的政府工作任务，强调要“加快补上内需特别是消费短板，使内需成为拉动经济增长的主动力和稳定锚”，提出“创新和丰富消费场景，加快数字、绿色、智能等新型消费发展"等系列举措。（剩余16385字）