The Research On Economic Behavior Of Rural Women In New Rural Reconstruction

With the accelerating industrialization and urbanization in China, agricultural production has the tendency of feminization, while surplus rural male labors are moving to non-agricultural industries and to the cities and towns. And this phenomenon will be more common. Rural women become the main force for new rural construction, so their economic behavior relates to the construction of agricultural modernization, food security and national sustainable development, and improvement of peasants’living standard and development of women themselves. Therefore, this paper takes rural women from Heilongjiang Province that is a major grain producing area in China as subjects, and studies their economic behavior and influencing factors to better serve socialist new rural construction.Under the guidance of behavior science, behavioral economics and social gender theory, the study thoroughly analyzes and elaborates economic behavior theory of rural women and real problems by mainly using the methods of documentary research, theoretical research and empirical research. In addition, it proposes optimizing strategies to optimize economic behavior of rural women and improve their entrepreneurial and financial management abilities. Based on the main background of socialist new rural construction, it takes women aged18-65as subjects, who work, live and register the permanent residence in rural areas in Heilongjiang Province.First of all, the paper elaborates connotation, types, characters, mechanism, factors and evaluation indexes of economic behavior of rural women by the practice investigation on new rural establishment, with benefit from related references at home and abroad, borrowing the economic behavior theory of peasants and their households and research findings on the economic behavior of females and rural women to form a theoretical analysis framework of the economic behavior of rural women. The study finds that rural women’s economic behavior possesses some characters, such as the coexistence of rationality and irrationality, continuity and periodicity, duality of behavioral approaches, convergence of behaviors, and short-term results, etc.. New rural establishment provides a good external environment for women’s economic behaviors, which have influenced on the process of establishment. Moreover, the process of rural women’s economic behavior is a process that is caused directly by motivations to certain targets,affected and restricted by both external environment and individual internal elements under the combination of internal and external drive.The second, on the basis of a large-scale empirical research, this thesis analyses the status quo of rural women’s economic behavior. After the strict and standardized processes of questionnaire designing, pre-surveying, testing and correcting, five parts of questionnaire have formed, which are economic behavior, physics and psychology, family and population economy, social economic environment and culture and education. Stratified sampling and random sampling have been used to obtain valid data from all13cities and districts in Heilongjiang province. It is found in statistics that to some extend new rural construction of Heilongjiang province motivates rural women’s entrepreneurship and financing. Most rural women have needs to start their own business and managing their money and also a strong wish to learn new technology. They have diverse behaviors of production, higher investing awareness, common marketing behaviors, better consumption view, more economic decisions, and improved financial situation. However, there still are some issues, for examples, heavy living burden, low income, low literacy, lack of technologies, poor ability of economic behavior, unsatisfactory action effects, conservative view on investment, week marketing awareness, excessive savings, less business loan, fewer new technologies lower consumption level and so on.The third, adopting techniques like multivariate data analysis such as cluster analysis, correlation analysis, regression analysis, structural equation modeling and so on, the thesis ascertains the main influencing factors for rural women’s economic behaviors and interactive ways and quantitative relation between factors. The study shows, in terms of importance, the ranks of the factors are market activity, economic organization, family and population economy, views and customs, physical and psychological situation, and at last cultural technology. Besides there exists a complete mediating effect lying in social and economic environment, which takes effects between family and population economy and women’s economic behaviors. The variate of physics and psychology positively and markedly moderates women’s economic behavior influenced by social and economical environment. There are remarkable group differences among women’s behaviors under different ages, education backgrounds, marital and family status, the number of family members, income level, cultivated area.The fourth, the thesis introduces the theory of rural women’s economic behavior and the result of this empirical research into social practices, describes the purpose for optimizing women’s economic behavior, operating principle and optimizing criterion in new rural construction, and also suggests solutions to solve practical issues in three ways--society, family and women themselves. Society should construct the motivation and securing system for rural women economic behavior from five aspects:optimizing environment, improving policy, completing organization, building information serving system and strengthening education. Family should create better condition, give women full play of their strength, and provide material and emotional support to women’s economic activity. Women themselves should break through traditional thinking pattern, cultivate positive attitude, raise awareness of entrepreneurship and managing money and improve the ability of doing that.