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大众消费时代,人们的价值观、生产方式和消费方式发生了深刻变化。本文结合江苏千户城乡居民家庭消费专项调查数据,对大众消费时代的居民消费特征及消费意愿影响因素展开实证分析。结果显示,大众消费时代,居民消费呈现品牌消费、享受休闲消费、网络消费、绿色消费及感性消费等特征;收入因素、基本公共服务、营销因素及消费观念制约着居民消费。扩大居民消费,除了进一步提高居民收入、健全社会保障体系、加强价格调控外,还需要在培育消费热点、实施品牌消费、绿色消费及信用消费等方面取得新突破。
The era of mass consumption, people’s values, modes of production and consumption patterns have undergone profound changes. Based on the survey data of household consumption of urban and rural residents in one thousand counties in Jiangsu Province, this paper conducts an empirical analysis on the characteristics of residents’ consumption and the factors influencing consumer willingness in mass consumption era. The results show that in the era of mass consumption, residents’ consumption shows brand consumption, enjoying the characteristics of leisure consumption, online consumption, green consumption and perceptual consumption. Income factors, basic public services, marketing factors and consumer attitudes restrict the consumption of residents. In addition to further raising residents’ incomes, perfecting the social security system and strengthening price controls, expanding domestic consumption also requires making new breakthroughs in nurturing consumer hotspots, implementing brand consumption, green consumption and credit consumption.