Study On Consumption Environment And Consumption Behavior Of Urban Residents From The Perspective Of Chain Business

This paper is carried out in respect of the practical and theoretical background. From the longitudinal comparison, the growth rate of China’s urban resident’s consumption is much lower than the China economy, as well as the growth rate of disposable income in the same period; from the International Comparison, average household consumption expenditure level is also much lower than the major developed countries and some developing countries. On the theoretical background, the present researches of China’s total consumption, as well as how to improve resident’s consumption, are focus on income factors. To turn residents income into consumption in the national accounts,"income" is not enough; If there is no effective consumer environment, the income of the residents can not become consumer’s spending.The consumer environment, determined by commodity production、commodity circulation and urban district space layout, are some external factors that have a direct impact on consumers’ actual consumption, like distance to consumption sites、the types of goods to choose、product quality、brand、service and other factors. This paper analiyse microscopic mechanism and then construct a theoretical model, to analyse enfluence of the consumer environment on consumer behavior. This paper alse conduct some empirical study on the enfluence of the chain commerce in the circulation on consumer behavior.The main conclusions of the theoretical research:The mechanism of the effect of Consumer environment on the demand curve can be divided into two categories. First of all, consumption environment can affect the marginal utility of consumption of units of goods and services as well as its decreasing speed, thereby affecting the balance of consumption. Secondly, consumer environment can affect both the marginal utility of consumption of units of goods and services as well as decreasing the speed, but also affect the substitution effect between the consumption of goods or services, and leisure time, which have an indirect effect on the marginal utility.Based on the premise that consumer environment can effect the demand curve but has no effect on the supply curve, if the actual and expected consumption environment are positive, actual consumption environment than exceed consumer expectations can improve the level of consumer spending; If actual state of the consumption environment is positive and expectations state of the environment is negative, real consumer spending will be greater than expected consumer spending. The deciding fundamental environmental factors of consumer spending are the actual consumption environment.Under the premise that consumption environment both have an impact on the supply and demand curves, in order to stimulate consumption by improving the consumption environment, we need to not only consider the added utility that consumption environment bring to consumers, but also consider the added cost of production and circulation whch transimitted to price. If the effect of the consumption environment on the prices that consumers can afford is greater than supply cost,it will bring a increased balance of consumer demand, also a increased balance of consumer spending.The main conclusions of the empirical research:The chain business have an significant effect on the consumer spending and the average consumption propensity:chain business has a significant impact on the level of consumer spending. For the rank of income class, in relatively high income provinces, the significance level of the effect of the retail chains on consumer spending is relatively high, but in the relatively low income provinces, the significant level is relatively low. Chain business also has a significant impact on the average consumption propensity; for the rank of income class, in relatively high income provinces, the significance level of the effect of the retail chains on the average consumption propensity is relatively high, but in the relatively low income provinces, the significant level is relatively low.The chain business has an significant effect on the fast moving consumer goods spending and durables goods spending. Key chain retail formats has significant effect on durables goods spending (including household durables and apparel spending). For high-priced high-end goods, chain business have a significant impact (such as eggs the expenses and aquatic spending); but for other types of fast moving consumer goods, chain business have no significant effect. For durables goods, chain business has a significant impact on clothing consumption, but no significant effect on the consumption of household durable goods (such as appliances, etc.). Chain of home appliance retail has an effect of low significance on household durables spending; Department store chain have effect of high significance on expenditure of clothing.