Analysis On The Factors Which Have Influence On The Consumption Spending Of Household Appliances Of Shandong Urban Families

The consumption spending of household appliances takes an important proportion inboth Shandong Province and Chinese gross national consumption spending, so researchin this field has positive effect for the level of consumption. Because of the internationalfinancial crisis, the development pattern of household appliances thus needs to changefrom external demand driven into domestic demand driven. As a result the research of thefactors on the consumption spending of household appliances is meaningful.By summarizing the researches before, the paper attempts to analyze more factors onthe consumption of household appliances in Shandong Cities in less constraint. Afterresearches on Macro Economics and Consumption Economics, also based on Shandongcities’household appliances reality, the paper concludes that the factors on consumptionof household appliances in Shandong cities are income, defensive investment and saving,the development of markets and consumption culture. Considering the feature of thisresearch, SEM is chosen. The result from questionnaire and SEM model shows that thefactors on consumption of household appliances in Shandong Cities arranged inaccordance with the degree of influence should be income, consumption culture and thedevelopment of markets, in addition defensive investment and saving have negativeeffect on the consumption .Finally, policy recommendations based on empirical researchare delivered. Government should better improve the national income, improve the SocialInsurance and direct the concept of consumers. The result of the research also indicatesthat the companies should focus on brand building and be sensitive to or even leadconsumption hotspots.