Research On The Consumption Behavior Of Rural Households In The Perspective Of Embeddedness

With the development of The Times,consumption upgrade is an indispensable part of human production and life,and consumption is an important way to promote economic development and meet people's material and spiritual pursuit.In changzhi area as an example,the proportion of rural population,consumption level is relatively low and dissimilation of consumption behavior,highlighted the problem such as the consumption structure is not reasonable,the distance between people's pursuit of a better life there is a certain gap.This paper rural households in changzhi area as an example,through study on rural household consumption behavior to found behind the behavior of the related influencing factors,and to provide better realize people's pursuit for a better life development.The consumption behavior of rural households mainly includes the consumption expenditure which can be quantified and the implicit human cost.Based on the consumption structure,the consumption behavior is divided into six categories: basic living consumption behavior,developmental consumption behavior,symbolic consumption behavior,interactive consumption behavior,and enjoyment consumption.Through quantitative research and qualitative research method of combining,six types of rural households in changzhi area consumer behavior analysis,draw changzhi region rural household consumption behavior status as follows: the basic content,basic survivability consumption become inevitable developmental consumption,interactive consumption alienation,symbolic consumption tend to be more conspicuous consumption,sex limited consumer behavior,intergenerational consumer differentiation.And make an embedded logical explanation.On the basis of this,further analysis on the embeddedness of rural household consumption behavior.Differences such as economy,consciousness andenvironment are important factors causing the present situation of rural household consumption behavior,embedded system embedded with the system embedded in the culture,the relationship between embedded,cognitive embedded in different extent influence on these factors.In view of the above reasons,this paper proposes a long-term mechanism to improve the income level of farmers from the perspective of system embedding.Play the positive role of cultural embedding and promote the concept of positive consumption consciousness;Establish a benign institutional mechanism to promote the rational development of rural income consumption;The system and the non-system embed the common function,the multi-party linkage,promote the reasonable consumption,the improvement farmer quality of life and other related Suggestions.