我国农村居民人情消费行为的特征与基缘——以豫南杨集村为例

The Characteristics and Origins of Rural Residents' Favored Consumption Behaviors in China——Taking Yangji Yunan Village as Example

随着农业现代化进程的推进,农村居民的消费观念也发生了一些变化。在回顾有关人情和人情消费研究的基础上,以豫南杨集村为例,对我国农村人情消费进行了实证考察,结果发现近年来人情往来的对象范围逐渐扩大,人情消费的名目增多,消费方式呈货币化的趋势,总的消费数量在家庭收入中所占的比重也呈上升趋势。我国农村居民的人情消费行为既有源于中国传统社会的"村落"文化的传承,又有中国社会现实带给中国农村居民的"挤压"的结果。这种传统与现代的双重背景铸就了中国农村居民有别于西方文化背景的消费者行为的独有基础与缘由。

There have been changes occurred in rural residents' consuming ideas in the process of agricultural modernization. The paper took Yang Ji Village in Yu Nan Area as example,making some practical investigation in rural consuming on occasions of human relations and found out that the consuming volume on human relations in rural area is increasing in recent years which included in the increase both of consuming subjects and consuming objectives. The consuming mode in human relations has transformed into mainly on currency. China's rural residents' consuming behavior on human relations has the origin of 'village culture' in Chinese traditional societies,it is also the by-effect of the pressure that China's modern society brought to the rural residents. The traditional and modern background has made the foundation of Chinese rural residents' consuming behavior that is quite different with those of western cultural background.