A Study On The Influence Of Personal Modernity On The Consumption Intention Of The New - Generation Migrant Workers' Township

As we all know, The urbanization construction have a great potential to expand domestic demand, and it is the only way to take the development of modernization in China. In the government work report in 2014,Li Keqiang prime minister has also said that how to solve the problem of the existing "three hundreds million" in China is in a period of work.That is about promote to one hundred million transfer of agricultural population settled in the town, reconstruction of about one hundred million people’s house in shanty towns and villages, guide about one hundred million people in the Midwest region of the nearest town. In the process of urbanization in China, migrant workers is an important part of China’s social productive forces, is the main force in the creation of wealth. And the new generation of migrant workers as a cultural group in the prime of life of Chinese peasants, they successfully completed the transformation from peasant to citizen is the key of urbanization in China. It’s a widespread demand to purchase a house for the migrant workers who in the process of conversion to the public. Nowadays, the new generation of migrant workers facing many obstacles when they integrate into the city, more and more of the new generation of migrant workers with a new "city dream ", namely resident in the county or town. The small town has obvious advantage to solve the problem of migrant workers integrate into the city s,It has become a trend to purchase a house in the small town.The new generation of migrant workers work in the city,influence by modern culture, it is not only change the geographical space, the social role,but also behavior and way of life. The new generation of migrant workers gradually develop values to adapt to the modern civilization development, namely the modern personality. This paper intends to study of Jiangxi, Guangzhou and other regions of the new generation of migrant workers,analysis the influence of new generation of migrant workers’ individual modernity to consumer identity and urban housing consumption.The new generation of migrant workers with high modernity have more incentive to buying house in the town, consumer identity plays a completely mediating role in individual modernity’s "consumer oriented" dimension and urban housing consumption, plays the part of the intermediary role in the other three dimension and urban housing consumption. The article further enrich the research of the new generation of migrant workers individual modernity on their consumption behavior, and improve the research on the influence factors of the new generation of migrant workers’ urban housing consumption.