A Study On The Influencing Factors Of Rural Residents' Consumption Behavior

The promoting force of consumption to the development of China’s economy has been in the inferior position for a long time. Especially, the level of consumption expenditure of rural residents has been in a low level, which has become one of the important issues that affect the sustainable development of the national economy and society. Through comprehensive study on consumption behavior of rural residents, and summarize important factors which can influence consumption expenditure of rural residents, in order to optimize the consumption behavior of rural residents, to put forward effective suggestions about mining the consumption potential of rural residents, which has important practical significance for improving the level of consumption of rural residents and achieving stable and balanced development of economy and society in China. This article is based on consumption theory, and from the view of consumption, the income and the main factors of consumption, to establish econometric model by means of national statistical yearbook data, to study the consumption behavior of rural residents, and put forward the corresponding policy suggestions according to the research results.Firstly, this paper systematically introduces the development of the foreign consumption theory, and reviews the domestic a nd foreign consumer behavior theory research status. Secondly, from two aspects of consumption and income to analysis the current consumption and income station of rural resident, it is found that the level of consumption of rural residents is lower, consumption tendency is higher but poor stability, the consumption structure is unreasonable, low level and single source of rural residents’ income,and the unstable of income structure. Furthermore, from affecting factors of the consumption behavior of rural residents such as disposable income, uncertainty, consumption inertia and short-sighted behavior to establish a relatively comprehensive measurement model. Econometric analysis reveals, income is the most critical factor for residents’ consumption, consumption behavior of rural residents did suffer the influence of uncertain factors, consumption inertia and short-sighted behavior. Finally, based on summarizing the consumption behavior of rural residents to propose measures from the macro policy view.Based on the above research, for one thing this paper establishes a comprehensive econometric model of consumption behavior of rural residents, and comprehensively analyzes the consumption behavior of rural residents, making up the shortcomings of previous studies in the literature. For another thing, combined with relevant theoretical knowledge of consuming, this paper explores the deep mechanism of the rural residents’ consumption behavior from consumption, income and consumption influencing factors, and makes certain contribution in the field of theory and practice.