A Study On The Impact Of Social Networks On Household Consumption Of Rural Residents ——Emprical Test Based On CPFS(2018)

Consumption is the first driving force of economic growth,which is related to people's livelihood and well-being.Therefore,promoting resident consumption is not only conducive to promoting the optimization and upgrading of the economic structure,but also can better meet the growing material and cultural needs of the people.However,as far as China's current economic development situation is concerned,the consumption rate of residents has been showing a continuous downward trend since 2000.According to the data of the statistical yearbook,the resident consumption rate in 2000 was 46.4%,and the resident consumption rate in 2020 was 37.7%,down about 9%.The consumption rate of residents in many developed countries in the world is above 80%,and in comparison,the consumption rate of Residents in China is far from the same.Therefore,expanding the effective consumption of residents is an inevitable choice at present.Under the dual structure of Chinese society,households in rural areas of China have low incomes relative to urban areas,but their marginal propensity to consume is very high.It can be seen that to expand domestic demand,we must tap the potential of the domestic market,and the rural market is the most potential consumer market in China.Therefore,how to expand rural domestic demand and increase the consumption of rural residents is a topic of great significance that is worth exploring and of great significance.At present,most of the academic research on the consumption of rural residents revolves around macro-level issues,but under the new normal of economic development,micro-level factors have a far-reaching impact on current economic activities.Among the many micro factors,scholars mostly discuss economic influencing factors and ignore the special social factors in China.The widespread social network of blood and geography in traditional Chinese society plays a decisive role in human economic activities and is an important factor affecting economic behavior.In China's rural society,geographical relations linked by geographical location and blood relations arising from marriage or childbearing together constitute a stable social network in rural areas,and this rural social structure has important significance in the agricultural production activities of rural residents.At present,domestic and foreign scholars have conducted in-depth discussions on the connection between various possible factors and social networks,and have also conducted a deeper analysis of their role in the economic and social aspects,but rarely consider social networks in the context of residents' consumption problems.This paper uses authoritative and large-scale national micro-survey data(CFPS2018)to analyze the impact of social networks on rural household consumption and the deep theoretical mechanism behind it from the perspective of economic and social culture,taking rural households as the basic unit.The study found that:(1)Social networks have a significant role in promoting household consumption of rural residents.(2)Social networks,as an informal system,promote household consumption of rural residents through informal financial financing;social networks promote household consumption of rural residents by influencing labor mobility.(3)Social networks show heterogeneity in different regions,income levels and age groups.This paper puts forward the following policy recommendations:(1)Strengthen the construction of rural information platforms and broaden the channels for rural residents to receive all kinds of information.In the context of rural revitalization,it is necessary to strengthen rural governance,guide rural residents to correctly use social networks to communicate with each other,and promote the effective allocation of social resources,so as to broaden the channels of information exchange between farmers and enhance the consumer confidence of rural residents.(2)Pay attention to the informal financial problems in rural areas,and give full play to the role of social networks as the guarantee of informal systems.As an informal system,social networks provide a certain degree of security when rural residents face mobility constraints,and promote capital lending between rural households,thereby increasing the consumption of rural households.(3)Strengthen the construction of a multi-level social security system with Chinese characteristics and improve the living standards of rural residents.The government should comprehensively promote the optimization of the system,including cooperative medical care and related welfare facilities.At a time when common prosperity is the country's development goal,we will implement measures that are more suitable for the family structure in rural areas to alleviate the worries of the people.(4)Guide farmers to change their traditional consumption concepts and create a healthy rural consumer market environment.When constructing policies to promote consumption,the government should correct the current consumption concept of rural residents,and play an organizational and guiding role,through subtle ways,improve the rational and correct use of social networks by rural residents' families,form a new type of consumption concept,and promote the effective consumption of rural resident families.