An Empirical Analysis On The Consumption Willingness For Durable Goods Of Chinese Farmers During The Implementation Of Chinese Government's Consumer Electronics Subsidy Program

China's rural areas regardless of population and area, are in a dominant position in Chinese society. But rural areas in China's economic development role, it is not as expected. To address the low level of consumption in rural China, while expanding domestic demand and promote domestic economic cycle, the state issued a "Chinese Government's Consumer Electronics Subsidy Program". The key of home appliances program, is to relax income constraint (lower appliance prices through financial subsidies), the introduction of corporate power to develop rural markets.Firstly, consumption theory in economics and their consumption patterns in rural China were recalled for the article, the financial subsidies of consumption and consumer consumption of rural residents were summarized for the article, this part of the article, provide a theoretical basis and guidance for empirical analysis. Then, the current status and the background of "Chinese Government's Consumer Electronics Subsidy Program" and the basic situation of rural consumption were general descriped for the article. The next part is the main part of this paper, with the guide of the summary of theories and empirical researches studied by others,we take the 307 valid questionnaires by field investigation from 50 villages of 23 cities in 8 provinces such as Jiangsu, Henan, Guangdong (2009.7-2009.8) as main data sources,and combine with various types of statistics released by National Bureau of Statistics data,this paper analysis the willingness of rural residents to purchase household appliances and consumer demand descriptively. Meanwhile,thie paper quantitative analysis the factors of rural residents in the "Chinese Government's Consumer Electronics Subsidy Program" willingness to buy home appliances, then determine the effects of the factors that rural residents will buy home appliances through factor analysis.In the basis of descriptive analysis and empirical analysis, the final conclusions is as follow:Firstly, family characteristics will affect the willingness of farmer to purchase household appliances by five ways, include average family income, existence of village officials, existence of migrant workers, the number of appliances and family size.Secondly, rural residents on the "Chinese Government's Consumer Electronics Subsidy Program" will also affect the level of knowledge about appliance purchase intention.Lastly, appliances consumer environment will affect the willingness of farmer to purchase household appliances by six ways, include electricity supply, electricity, point of sale, maintenance, whether through cable and network cable are.According to the descriptive analysis of the willingness of rural residents to purchase household appliances and consumer demand,and the empirical analysis of the will of rural residents in the "Chinese Government's Consumer Electronics Subsidy Program" to buy home appliances, the article concludes with some promotions and improvement recommendations of "Chinese Government's Consumer Electronics Subsidy Program":Firstle, government needs to improve the income of rural residents greatly.Secondly,improving the ease of rural residents purchase and maintenance of household appliances.Lastly,making better the consumption environment of rural residents.