China cross-border e-commerce comprehensive pilot zone and urban residents' tourism consumption: empirical study based on CHFS data

Abstract

In this study, we examine the impact of China's cross-border e-commerce pilot zones on urban residents' tourism consumption. It also examines the underlying mechanism of this impact using data from the China Household Finance Survey. The research indicates that creating China cross-border e-commerce pilot zones substantially impacts increasing tourism consumption among urban inhabitants. Furthermore, using cash payment methods and risk preferences is beneficial in influencing this effect. This research employs an econometric model and performs endogeneity analysis to confirm the reliability of the findings and explore the mechanism of influence. This study enhances the existing theory on cross-border e-commerce and consumer behavior, offering valuable insights for supporting the sustainable growth of cross-border e-commerce and optimizing the structure of tourism consumption.