Consumption has become increasingly important to China's economic growth amid the impact of the epidemic and the turmoil in the world economy. With the rapid development of Internet technology in China, online shopping has gradually become the main form of residents' consumption, which plays an important role in the consumption structure. Based on Chinese household tracking survey data, this paper quantitatively analyzes the impact of online shopping on household consumption structure. The measurement results show that the total household consumption of households that use online shopping is 41% higher than that of households that do not use online shopping, and the use of online shopping has a greater effect on rural household consumption than urban household consumption. The use of online shopping has a significant positive effect on six types of consumption: food consumption, cultural, educational and entertainment consumption, clothing, shoes and hats consumption, household equipment and daily necessities consumption, residential consumption, and transportation and communication consumption. The impact on healthcare consumption is negative and minimal.

Yao Yiying. Research on the impact of online shopping on household consumption structure. Academic Journal of Business & Management (2024) Vol. 6, Issue 7: 246-253. https://doi.org/10.25236/AJBM.2024.060734.

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