中国新生代农村居民消费的影响因素  

The Empirical Analysis of Influencing Factors in the Consumption of China’s New Generation Rural Residents

作　　者：王强[1] 刘玉奇[2] 刘婷娜[1] WANG Qiang;LIU Yu-qi;LIU Ting-na(Renmin University of China,Beijing100872;Beijing Wuzi University,Beijing101149,China)

机构地区：[1]中国人民大学商学院,北京市100872 [2]北京物资学院经济学院,北京市101149

出　　处：《中国流通经济》2019年第1期90-98,共9页China Business and Market

基　　金：国家社会科学基金一般项目"‘收入倍增’框架下创新农村零售业态与开拓农村市场研究"(13BJY129)

摘　　要："80后""90后"新生代农村居民群体观念领先、模仿性强、接受新型业态快。把握中国新生代农村居民消费的影响因素是激发农村消费潜力、深化商贸业供给侧结构性改革的前提。以中国22个省份的792份问卷为基础,利用托宾模型,与非新生代农村居民进行对比,可以探索中国新生代农村居民消费的影响因素。研究发现,一是女性在中国新生代农村居民消费中起主导作用;二是在便利品和特殊品消费中存在城镇对农村的示范效应。同时,在中国新生代农村居民消费中普遍存在"吞世代"消费新特点,表现为"啃老"和"花全家的钱,圆自己的梦";文化程度对中国新生代农村居民和非新生代农村居民消费的影响机制不同,对新生代农村居民的影响通过便利品、选购品等个人消费品的选择体现,对非新生代农村居民的影响则通过支持子女对特殊品的消费选择体现。中国新生代农村居民消费潜力巨大,应提高农村居民受教育程度,开展以城市生活方式为主题的营销推广,发挥新生代农村居民在引导消费需求和消费观念升级方面的积极作用。Rural consumption will be soared as the growth of the new generation of rural residents who was born in 1980’s and 1990’s.Understanding the influencing factors of the consumption of the new generation rural residents is the key point of inciting the potential of rural consumption and promoting the supply-side structural reform of commerce and trade.Based on 792 questionnaires from 22 provinces in China,the authors use the Tobit model to study the influencing factors of the new generation rural residents’consumption,and compare with the non-new generation rural residents.The results demonstrate the leading role of women in the consumption of new generation rural residents and the“demonstration effect”of urban on rural areas in the consumption of convenience goods and shopping goods.There are two new discoveries in the study.First,the new characteristics of“sponging off of their parents”and“spending the whole family’s money to achieve his own dream”are common in the consumption of the new generation rural residents,just like“Tweens”.Second,the influencing mechanism of new generation rural residents and non-new generation rural residents is different.The impact on the new generation of rural residents is reflected in the choice of personal consumer goods such as convenience goods and shopping goods.The impact on non-new generation rural residents is reflected in supporting their children’s choice of specialty goods.The research shows that the consumption potential of the new generation rural residents is huge,improving the education level of rural residents and carrying out marketing promotion with the theme of urban lifestyle is of great significance for guiding the demand and upgrading the attitudes.

关 键 词：新生代 农村居民 农村消费 农村市场 托宾模型 

分 类 号：F724.3[经济管理—产业经济]