Abstract
Amidst a rapidly evolving technological landscape and improved economic conditions, online shopping has seamlessly woven itself into the fabric of our daily lives, subtly reshaping household spending patterns. This comprehensive study delves deep into the profound influence of online shopping on the structures of family consumption, drawing insights from theories encompassing online shopping, family consumption, and various consumption categories. The primary focal point of this research revolves around the transformative impact of online shopping on consumption behaviors within Chinese households. Leveraging data from the 2018 China Family Tracking Survey (CFPS) and carefully controlling for variables such as age, marital status, education level, and health status, which reflect both family and individual economic characteristics, the study unravels a compelling correlation between online shopping and the enrichment of household consumption structures. To address potential concerns regarding endogeneity, instrumental variables and propensity score matching techniques are adroitly applied, further fortifying the premise that online shopping plays a pivotal role in advancing household consumption. This robustness reinforces the initial regression findings, providing a nuanced understanding of the evolving dynamics of family consumption in the digital age.
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