The Research Of Different Gender Effects In Consumption Notion Between Urban And Rural Residents In China

With the rapid development of modern social science and technology, economy and communication technology, people from all over the world are all in a variety of media’s "carpet bombing", and as a result, people’s consumption concept has changed a lot and even anytime. As an ancient country with five thousand years of civilization, China’s traditional cultural values has gradually opened in the baptism of modern civilization transition towards modernization, we have already said goodbye to the era of necessaries of life, and more attention to the meaning behind the consumer behavior has been emphasizing, just because it brings us more symbol values added on the consumption. From the additional value’s view, we opened up the research for people’s consumption notion in the process of modernization. Here, we base on the empirical study, using the 2010 China Social Survey’s data, analyzing individual’s consumption idea and its gender differences. The analyzing method which we use is descriptive statistics combined with established multiple linear regression model. At the same time, we do research on urban and rural samples and make them classified, as a result, we find several important influential factors on consumption notion, such as:age, education status, occupational status, media use and so on.After a great deal of studies, we found that the consumption notion of residents in our country do have significant gender differences. Compared with female, male score higher consumption concept, that is to say, male pay more attention to the symbolic significance behind the consumers’behavior, and tend to be more positive in the process of consumption for conspicuous. At the same time, between urban and rural area also exist significant differences in consumption idea type, and compared with the rural, urban consumption idea score is higher, showing that in the city people are more biased towards to the modern consumption concept. In addition, we found that, age, education level, professional status and media use factors are important indicators, which explained consumption idea differences between the sexes. On the one hand, in terms of age and education level, there is significant diminishing returns in individual’s consumption idea, that is to say the individual who with i higher age or education level will more favor to the conservative or traditional consumption idea. But specific to both sexes, this effect is not the same. Let us research it in a characterized way:the role of age diminishing is mainly in male, while the effect of education diminishing is mainly in female. On the other hand, in terms of professional status and media use, there is proportional relations between the two factors before and the consumption ideas, and it do more effect in male, that is,the more on the professional status or use of variable media, on the dominate of male groups, the consumption idea, the more tend to the modern type, and pay more attention to in the process of consumption conspicuous or symbolic consumption.