Research On The Influencing Factors Of Consuming Behavior Of The New Generation Of Migrant Workers

After the Reform and Opening-Up,as the state relaxed the household registration system,the surplus rural labor force was able to flow from the rural areas to the cities,so the group of migrant workers came into being.After nearly 40 years,the new generation of migrant workers that born after 1980 have gradually come to the stage of the times.They have more differences in the performance of consumer behavior compared with the older generation of migrant workers.At present,the number of the group is large,which accounts for a large proportion of the total population in China.And consumption also plays a decisive role as one of the three carriages in driving the economic growth.Understanding what factors affect the consuming behavior of the new generation of migrant workers at present,and how to improve their level of consumption better from the perspective of government,not only can better promote China's economic development,but also improve their standard of living and it has important significance.Based on the investigation of Changle District of Fuzhou City,this research carries out in-depth analysis of influencing factors on the consuming behavior of the new generation of migrant workers on the basis of new public management theory,hierarchy of needs theory and bounded rationality theory through literature research,survey research,statistical analysis and other methods.Firstly,we use factor analysis to classify the consuming behavior of the new generation of migrant workers,and then find out their current consumption problems with the overall characteristics of the sample and the descriptive statistics of their consuming behavior.Secondly,the author takes monthly consumption of the new generation of migrant workers as the dependent variable,and select the income,the consuming concept,the pressure of supporting the family and the working conditions as independent variables,too.And for each independent variable,two secondary indicators are established.Besides,the gender,place of domicile and marital status are also selected as control variables.Then a multiple linear regression model is constructed and factors that affect the consumption behavior of the new generation of migrant workers are found through the regression model.On this basis,the author explores different influencing factors of consuming behavior among different groups by ways of differential decomposition of different genders,different place of domicile,different marital status and different age groups.Finally,according to the result of empirical analysis,this paper puts forward countermeasures and suggestions from the four levels of government itself,government and society,government and enterprises,government and the new generation of migrant workers in order to better improve the consumption level of them,and further improve their quality of life,too.