新生代农民工消费行为研究——基于兰州市的调查

Research on Consumer Behavior of the New Generation of Migrant Workers: Based on a Survey in Lanzhou

基于对兰州市所辖城关、七里河、安宁及西固四区的550份问卷调查,对新生代农民工消费行为进行研究。结果表明:新生代农民工消费以生存型为主,享受型与发展型消费不足;消费工具的使用上仍以实体消费和现金支付为主,消费的制度供给不足;消费观念相对传统及消费缺乏计划性。收入水平低、缺乏对消费环境的充分认识、消费教育和消费引导不足是新生代农民工消费问题产生的主要原因。据此提出政府、企业应继续提高收入水平、提升消费环境、完善消费政策、加强消费教育和消费引导等对策,促进新生代农民工合理、健康地消费。

Based on a survey with 550 questionnaires in Chengguan, Qilihe, Anning and Xigu, four districts of Lanzhou city, the new generation of migrant workers＇consumer behavior is studied. The findings are as follows： the majority of the generation is still survival based consumers, without much luxury and recreational development consumption; their consumption tools are still mainly store shopping and cash payment , and they are supplied insufficient consumption policy; their consumption concept is overly traditional and their consumptions are not well planned. The problems are mainly caused by their low level of income, poor understanding to consumption environment and lack of consumption education and guidance. Therefore, in order to guide them with a rational and healthy consumer behavior, government and enterprises should improve the new generation of migrant work- ers＇income, create a good consumption environment, improve the consumption policy, strengthen consumer edu- cation and consumer guidance etc.