Improving the cultural consumption level of rural residents is of great practical significance to help revitalize rural culture and achieve common prosperity. Based on this, this study empirically examines the role and impact mechanism of digital inclusive finance on enhancing the cultural consumption of rural residents using panel data of 30 provinces across China from 2011 to 2020. The results show that: (1) Digital inclusive finance can significantly improve the cultural consumption level of rural residents. After a robustness test and endogenous analysis, this conclusion is still stable. (2) Digital inclusive finance significantly improves the cultural consumption level of rural residents through three paths: raising the income level of farmers, promoting the level of urbanization, and improving the level of financial development. (3) Heterogeneity analysis shows that the breadth of digital inclusive financial coverage can significantly improve the cultural consumption level of rural residents, but the depth of digital inclusive financial use and the degree of digitization do not show an enhancing effect; the development of digital inclusive finance in the eastern area has a significant role in promoting the cultural consumption level of rural residents, but the role is not significant in the central and western areas.

Customer engagement is a new value index affecting the omnichannel benefits of enterprises. It is beginning to attract the attention of both scholars and managers. However, there is still a lack of research on the mechanism influencing customer engagement in the fresh food omnichannel retail context. Drawing from the stimulus–organism–response (SOR) framework, this paper builds a relationship model between omnichannel integration and fresh food customer engagement. In addition, the paper empirically analyzes the mechanism of omnichannel integration’s impact on fresh food customer engagement. The findings show that omnichannel integration promotes flow experiences through three modes: information integration, business integration, and service and distribution integration. Flow experience is mediating the relationship between omnichannel integration and customer engagement. Strengthening the customer engagement knowledge system can help fresh food omnichannel retailers to create and manage the long-term cooperative relationship between customers and the company’s value creation. The higher the degree of omnichannel integration of fresh food retail firms, the more conducive it is to enhancing the customer flow experience, which will positively impact customers’ attitudinal and behavioral engagement.