安徽农村居民消费行为研究

Research on Anhui Rural Residents Consumption Behavior

为扩大安徽农村消费需求,促进省域经济发展,依据消费者行为理论,通过概述安徽农村居民的消费行为现状,分析安徽农村居民消费存在的主要问题:消费心理保守,消费意愿不强;消费规模城乡差距大;产品消费种类不均衡,消费结构升级受阻;面子消费阻碍了正常消费需求的增长。指出传统消费观念根深蒂固、消费环境差等导致安徽农村居民消费需求不足的原因。在此基础上,提出加大补贴力度,拓宽收入渠道;完善农村社会保障体系;树立正确的消费观的建议。

In order to expand the demand of rural consumption and promote the development of provincial economy,the article summarizes the present situation of rural residents’ consumption behavior according to the theory of consumer behavior and analyzes the main problems of rural residents’ consumption in Anhui：conservative consumption psychology and not strong consumption will,large disparities between urban and rural areas in the scale of consumption,unbalanced product consumption type and the blocked consumption structure upgrade,and face-saving consumption hindering the growth of normal consumption demand. It points out that the traditional consumption and the poor consumption environment causes the insufficient consumption demand of rural residents in Anhui. On the basis of these,it puts forward some suggestions to increase the subsidy,broaden the income channel,improve the rural social security system and establish consumption perception.