农村居民消费需求和消费行为的实证研究——以浙江、河南和四川三省为例

An Empirical Study on Consumption Behavior of Rural Households --Based on Field Survey in Zhejiang, Henan and Sichuan Provinces

本文利用浙江、河南和四川三省的农户实地调查数据，从基本微观因素、家庭内部特征和外部环境三个层面对农村居民消费需求和消费行为进行了实证研究。研究表明：收入水平是农村居民消费需求的决定性因素，家庭内部特征是影响农户消费行为的重要因素，而外部环境也从不同角度影响着农村消费市场。文章在模型分析的基础上有针对性地提出了开拓农村消费市场的政策建议。

One key purpose of the New Socialist Countryside Construction is to improve the development of rural market and to stimulate rural consumption, By using field survey data on rural households in Zhejiang, Henan and Sichuan provinces, this paper analyzes the rural household consumption and its determinants from the perspectives of inside and outside household, The results show that income level is still the key factor affecting rural household consumption, family characters play important roles, and the outside surroundings affect the rural consumption from different angles, Based on the model analysis, some policy suggestions are provided to improve the countryside market and household consumption.