JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE) ›› 2026, Vol. 61 ›› Issue (8): 85-98.doi: 10.6040/j.issn.1671-9352.0.2025.343

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Analysis of the impact and path of e-commerce on the urban-rural integrated development

ZHU Zhiyuan1,2, DU Gang3   

  1. 1. School of Mathematics and Statistics, Weifang University, Weifang 261061, Shandong, China;
    2. Sustainability Research Institute of Beijing University, Jinan 250101, Shandong, China;
    3. School of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing 210016, Jiangsu, China
  • Published:2026-08-12

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Abstract: Based on the logical analysis framework of “e-commerce industry and urban-rural development,” this study first establishes a comprehensive evaluation index system to measure the level of urban-rural integrated development in 16 prefecture-level cities in Shandong Province from 2014 to 2023. Then, using a mediation effect model, the impact of e-commerce development on urban-rural integrated development is verified, and action paths and policy recommendations are proposed. The results indicate that the integrated development of urban and rural areas in Shandong Province is characterized by “overall improvement and multidimensional differences.” Economic integration and ecological integration are the main growth drivers. The mediation effect test shows that e-commerce development significantly promotes urban-rural integration, partially through the mediating effect of industrial structure upgrading. For every 1% increase in the level of e-commerce development, the level of urban-rural integrated development increases by 0.015 6 units, of which 0.007 6 units are attributed to the mediating effect of industrial structure upgrading, accounting for 48.7% of the total effect. These results reveal the inherent mechanism of the impact of e-commerce on urban-rural integration, providing empirical evidence for promoting urban-rural integrated development through the synergy of e-commerce development and industrial structure optimization.

Key words: e-commerce development, industrial structure, urban-rural integration, mediating effect model, path analysis

CLC Number: 

  • F299
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