The Research Of Household Consumption Structure And Its Influence Factors In L Town Of Zhejiang Province

Consumption reveals the contradiction between individual freedom and social control, shows the relationship between individual and culture. After consumer culture prevailing, the study of consumer behavior also gradually become the focus in the psychology, management and sociology. In consumer society, production material is rich, and the choice of people for goods is more diversity.Baudrillard thinks the symbol meaning of goods is not only represents a kind of popular trend, but more is on behalf of the consumer’s identity and status. Through the symbol meaning of goods, peopleconstructing different social class. Consumption has been an important part of the study of economic sociology, and household consumption is an important area of consumer research. At present, the study of the household consumption theory has made many achievementsin research angle, influencing factors, the relationship between household consumption and modernity, household consumption and social stratification. And the empirical study of household consumption is mainly on the empiricalinvestigations about household consumptionstructure, the relationship between householdconsumption and modernity, household consumption and social stratification.In recent years, as the living standard of urban residents’ in Zhejing provincehas improved a lot,people’s need for life is no longer just limited to eating satisfied and wearing warm, but developing to a higher level. The consumption preferences of different classes and different consumers are showing more and more different. This article was written depend on the fieldinvestigation in L town of Zhejiang province.After reading and combing a large of foreign and domestic literature about consumption theory and the consumption structure theory. The author randomly selected some residents in different communitiesfrom L town to make in-depth interviews and questionnaires. Starting from the perspective of sociology, the author deal with the datawith the aid of SPSS statistical analysis software.Thissurvey analyzed how different influence factors effect to the household consumption structure, such as age distribution, gender, income gap and education background. Studies have found that the proportion of basic household consumption was declining while social interaction consumption and network consumption growing rapidly; Cultural consumption shows severe differencein individuals of different age and education background; Social interaction consumption has gradually "alienated"; Internet consumption has integrated into people’s life deeper and deeper; Luxury consumption wasalmost payed for face.