Hainan Province Rural Residents Information Consumption Behavior Research

As the state of the Internet economy constantly, more and more provinces will be development of the Internet consumer economy as an important strategic move. Under the state council put forward the slogan of "public entrepreneurship, peoples innovation", Hainan province, has introduced a series of corresponding policy response to the national call to push information consumption and information consumption in order to meet the demand of its various aspects and purchase information product or service, common have broadband, telephone, video, digital TV, etc., as a new era of consumption patterns it has obvious benefits, such as low cost, green ecological characteristics, many developed countries and the area of information consumption is at a higher level. In this context, in order to promote hainan information consumption issued a series of policies and measures, such as building lots of "Internet+" town, actively develop the rural electric business platform, we will vigorously support the development of the Internet enterprises, etc., through a series of policy support and effective measures to stimulate the consumption demand of urban residents information, drive the Internet industry and residents information consumption growth.The current rural information infrastructure and information consumption concept is gradually forming, and occupy a high proportion of rural population in hainan, how to open the information consumption with consumer market in rural areas, stimulating domestic demand is very important. Although has been working in the implementation of information construction in rural areas of hainan province, but hainan rural residents information consumption level and there is a big gap between developed provinces. Hainan rural residents information consumption is low in addition to the imperfection of the basic facilities and products, and consumption of rural residents themselves and the habit formation is closely related to, this article is based on habit formation has looked at the hainan province rural residents information consumption behavior.Hainan province rural residents information consumption habit formation is mainly divided into external and internal habits formed habit formation, internal habit formation mainly is influenced by its own previous consumption level, and external habit formation is mainly influenced by urban residents consumption level. Therefore this article selects 1992-2014 the income of urban and rural residents of hainan province and the relevant data of information consumption as quantitative indicators, to issue information on the rural residents consumption quota for internal habits influence factors, to issue information on the urban residents consumption quota for external habit formation factors. Through the establishment of time series model found the following conclusions:first, internal habit of hainan rural residents in hainan province rural residents information consumption spending is greater than the influence of the rural residents income level to its influence, the information consumption of consumer behavior has certain "memory", the influence of the internal habits play a very important role for the current information consumption; Secondly on internal behavior and habit of external behavior habits, urban residents information consumption habits impact on information consumption of rural residents of hainan province to external impact, the impact of information consumption of rural residents in the influence of the internal behavior are opposite, urban residents information consumption is not able to drive the rural consumption, play a certain inhibitory effect, but the information consumption of urban residents of rural residents demonstration effect appeared in the process of spread to a certain deviation. Aiming at this situation, this article finally proposed the developing rural electricity, raising farmers' income; "Rural leader" demonstration leading role, strengthen the construction of the infrastructure and service system, improve the rural residents' information literacy and other measures to better stimulate the rural areas of information consumption.