Residents' Leisure Consumer Behavior Characteristics Of The Transition Period

Leisure consumption developed with the economic growth, residents' income raises and conversion of residents' requirement in the phase of Chinese social trans formation. At the same time, it is come to be one of the most important consumption form in urban residents. The increase mechanism of regional economics indicate that enhance the level of consumption can drive regional economic growth directly. Chin transformation include the transformation of economic system as well as social transformation and mind transformation of residents. In addition to that, transformation in China will optimize Chinese mode of production and the mode of economic operation. So, the effect of transformation and the innovation of mind depend on it can not be neglected. Residents' consumption mode is associated with psychology, and urban residents' custom of consumption are changing with the social transformation, and Chinese urban residents' consumption mode are undergoing the period of optimization. The characteristic in this period show that in the composition of expenditure, material products consumption are descending, on the contrary ,mental consumption are increasing. Education consumption, mass media consumption and entertainment consumption have made an important position in this time, in accordance with it, urban residents' mainstream of consumption have changed and leisure consumption is developing in China.The thesis starts from the decision making mechanism and behavior of people in their leisure consumption. At the same time, make the transformation in China to be the background of the research. With a solid literature review on the research writings of scholars from home and abroad, the author raises an all-round definitions about leisure consumption, and formulates theoretical models of leisure consumption to analyzes the factor which can effect residents' leisure consumption behavior with a microeconomic angle. The author made a survey of residents' leisure consumption behavior in Chongqing, and make use of the data depend on 31 provinces to establish the measure model to test the conclusion of the survey. At last, the author analyzes the current situation of residents' leisure consumption as well as the existing problems, explores practical strategies and solutions to the promotion pf leisure consumption.