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The rural wealth-leader is one of the 10 projects of targeted poverty alleviation in the period of poverty alleviation. As the “leading wild goose” in rural areas, the personal characteristics of the rural wealth-leader directly affect the effect of stabilizing poverty and increasing income of poor farmers. Based on the survey of the rural wealth-leader in 10 cities and 21 counties, this paper systematically analyzes the path of poverty reduction by the rural wealth-leader, combs out the key individual characteristics that affect farmers’ poverty reduction, and puts forward a research hypothesis. Through empirical analysis, the research hypothesis is tested and the influencing mechanism is analyzed. The model results show that: The rural wealth-leader has a significant effect on increasing farmers’ income and eliminating poverty. The rural wealth-leader with high education level and engaged in e-commerce has a significant effect on increasing farmers’ income. Party members and the skilled rural wealth-leaders have a significant impact on rural households’ poverty alleviation. The income increasing effect of culture and education is negatively affected by corporate loans, and the income increasing effect of e-commerce is negatively affected by corporate profits. Therefore, we should improve the profit distribution mode of e-commerce related enterprises to avoid farmers being marginalized in the process of e-commerce development. The skills, management and financial knowledge training of the rural wealth-leaders should be strengthened to improve their knowledge and skills. Meanwhile, supporting fiscal, financial and tax policies should be improved.

Research on the Effect of the Rural Wealth-Leader on Poverty Reduction of Farmers—Based on the Questionnaire Survey in China