Research on Influencing Factors of Retail Sales in E-Commerce Market

After nearly 20 years of rapid development, China’s e-commerce has become a key engine of national economic growth, and e-commerce retail sales increases year by year. This paper selects five potential factors of e-commerce retail sales: total retail sales of consumer goods, mobile Internet users, GDP, per capital consumption expenditure of urban residents and per capital consumption expenditure of rural residents for multiple linear regression analysis. It is found that urban residents ' consumption expenditure and rural residents ' consumption expenditure have a significant impact on e-commerce retail sales, and rural residents ' consumption expenditure has a positive impact on e-commerce retail sales. Therefore, this paper concludes that China’s broad market has a huge pulling effect on the e-commerce market, therefore, developing and utilizing the potential consumption kinetic energy of the sinking market will effectively promote the sustainable and healthy development of China’s e-commerce economy and the overall economy.