Yangzhou City, Rural Residents' Consumption Status Quo And Its Influencing Factors

This research takes realizing cover affluent society and the socialism new rural reconstruction as a background, reviews of the Chinese and foreign system of representative consumer theories. Analyze the status of consumption of rural residents in Yangzhou. With the combination of the historic statistics and survey data, this research makes quantitative and qualitative analysis about quantified and non-quantifiable factors that affect the consumption of rural households in Yangzhou. Based on this, predicts the consumption prospect of Yangzhou rural households in the next five years, and proposes further advices and measures to expand the demand of rural households in Yangzhou.The results show that: 1.As for income increasing, the consumption of rural households in Yangzhou have been improved, such as the level of consumption significantly increased and the consumption structure being optimized. 2.Income of rural residents is an important factor of consumption, furthermore, different types of income means different affection. Consumption of rural residents of Yangzhou is sensitive to the current income which has elasticity of 0.866. Rural residents'consumption depends primarily on permanent income but has weak sensitivity of the temporary income. Permanent income elasticity and temporary income elasticity are 0.712 and 0.143. In addition, Urban-rural income gap in Yangzhou also affects consumption of rural residents. This research shows that consumption gap and the urban-rural income gap changes in the same direction. 3.Interest rates is a positive factor to consumption of rural residents in Yangnzhou, with its coefficient 0.160, the sensitivity of interest rates to consumption behavior of rural residents is weak. In addition, some non-quantifiable factors such as consumer attitudes, consumer environment, the social security system, rural financial policies also have different levels of impact on consumption of rural residents of Yangzhou. 4.Through forecasting the future consumption level of the next five years, this research finds that, there is still great potential for the rural residents'consumption.According to theoretical analysis and the practice result, this research presents recommendations and countermeasures: 1.To improve the income of rural householdss, and expand rural consumer demand; 2.To improve the consumption environment in rural areas to stimulate consumer demand; 3.To improve the rural social security system, increase consume expectation; 4.A sound system of consumer credit in rural areas is good to promote the consumption of rural residents in advance.