Rural Household Consumption Research, A Case Study Using Q Village In Heilongjiang Province As Subjects

Human consumption is a long-standing social phenomenon, is a historic fact that society is animportant way to build community and maintain social relationships, emotional expression hasspiritual significance in recent years, with the transformation of society and economic development,human consumption presents rational trend. Currently academic research involving humanconsumption, sociology, anthropology, economics and other related disciplines, this article from asociological perspective, the use of rational choice theory and social exchange theory to study humanconsumption Broughton this social facts, analysis and discussion current characteristic humanconsumption, the inherent logic of action, as well as the positive and negative factors affecting thefunction.In this study, Q village for the study, using questionnaires and in-depth interviews to obtainempirical data, researchers found that in rural areas presents some characteristics of humanconsumption, mainly in the range of human exchanges in expansion, with the traditional kinship asthe main under the "structure" formed a three-dimensional multi-dimensional communication range,the nominal human consumption becomes wide, horizontal human consumption is also rising; it alsohas a rational human characteristics, human consumption gradually becomes a rational act; improvehousehold incomes pushed up spending human consumption, clamped relationship networks faceplot-driven and traditional cultural interaction in human consumption, making human consumptioncan be inherited; human exchanges play an individual expression of emotion, support the familyeconomy, establishing and maintaining social support networks and maintain a positive function ofsocial solidarity, but also has a heavier burden on people’s human consumption, to promote thecirculation of the imbalance of resources contributed to the negative features and irrational humanconsumption.