Abstract: The rural area is a new space for consumption growth, and e-commerce is a new initiative to improve the quality and expand the capacity of consumption. The examination of platform-based e-commerce inclusion needs to focus on both the production and consumption ends. However, existing studies fail to examine the issue of relative consumption due to a lack of e-commerce scale statistics, theoretical model construction and mechanism analysis. Based on the fact that e-commerce affects both production and consumption, this study constructs a theoretical model that reflects "consumption substitution effect", "consumption creation effect" and "consumption price effect" to explain the boosting effect of platform-based e-commerce inclusiveness on rural residents' consumption. China's Taobao villages are selected as a quasi-natural experiment object for empirical analysis, and then based on the hand-collected Taobao Villages-CFPS (2012-2018) dataset, DID model is used to investigate whether platform-based e-commerce inclusion plays a role in boosting consumption. The results show that platform-based e-commerce inclusion significantly raises the consumption level of residents under the condition of effective control of endogeneity. This paper also gets a lot of other interesting findings. First, platform-based e-commerce inclusion significantly contributes to the growth of subsistence consumption, especially food consumption, which is mainly driven by the "consumer price effect". Second, developmental consumption does not show faster growth overall, especially in the higher income groups, mainly due to the "consumption substitution effect". Third, due to overlapping of the three effects, the boosting effect of e-commerce benefits on clothing consumption of households in Taobao villages lags behind that of households not in Taobao villages. Accordingly, this paper proposes the relevant countermeasures, such as cultivating consumer market, fostering consumer culture and improving social security system.

Key words: e-commerce inclusion, Taobao village, resident consumption, triple effect, DID