A Research On The Modernization Of Village T’s Consumption Attitude

Since the reform and opening up, socio-economy has made rapid development. The building of consumption has enriched the variety of consumer goods, along with the upgrade of consumption structure and the change of consuming attitudes. Village T, located in the arid regions in western mid-levels, has villagers who share totally different consumption characteristics with other villages of the same type, due to the hair business. Does the fact that villagers go out for hair business has significant impact on their household consumption modernization? Which areas does the impact perform? How does the impact perform? This thesis is aim to give answers to these issues.136valid questionnaires on Village T have been collected.5factors about the modernization of villagers’consuming attitudes are concluded by factor analysis, namely leading consumption awareness factor, rational consumption awareness factor, joyful consumption awareness factor, symbolic consumption awareness factor, and branding consumption awareness factor. By comparing the mean, the author discovered the following issues affect the5factors in different ways:whether the family has the experience of running hair business, the number of years they engaged in the hair business, the education degree of the family member who run hair business and the number of family members engaged in the hair business. From all above, a conclusion was drawn, hair business motivated the modernization of T Villagers’ attitudes towards consumption.