基于心理账户的城乡居民消费行为研究

A Study on Consumption of Urban and Rural Residents from the Perspective of Mental Accounting

如何刺激消费是我国市场经济理论和行为经济理论研究的重要内容。心理账户理论认为,人们的消费行为受到心理账户的影响和支配。为了解我国城乡居民消费行为及其与心理账户的关系,寻求促进和完善城乡居民消费行为的路径,通过问卷调研分析城乡居民的消费行为特征,并提出调整城乡居民消费行为的政策建议。

An important part in theoretical studies of China＇s market economy and behavioral economy is how to stimulate people＇s consumption. According to the theory of mental accounting,one＇s consumption is often influenced and predominated by their mental accounting. In order to find out the relationship between the consumption of urban and rural residents in China and their mental accounting for an effective approach to promote their further consumption,the study made an analysis of the characteristics of their consuming behaviors through questionnaires and proposed certain suggestions on relevant policies.