Social Network Influence Research On The Consumptive Idea Of Farmers

This study adopts the method of combining the qualitative and quantitative research to be in research, based on urbanization theory and reference group theory, explore the social network’s impact on farmers’consumptive idea. In this study, the paper selects the familiar farmers at Z country of JIUJIANG city in JIANGXI province as the object of investigation, and according to the need, the paper adopts the method of judgment sampling extraction to select interviewee, through the interview to interviewee, thorough understanding their personal characteristics and the properties of its social network, using the method of questionnaire survey and field interview complement each other to understand their consumptive situation, based on the consistent comparison and differences in the comparative analysis to draw important conclusions:social network is the important factors that affect fanners’ consumption idea; When farmers are in the rural social network, the consumptive idea trends to traditional conservative ideas; When farmers are in urban social networks, their consumption tends to be the modern consumer.This research mainly composed of five parts. The first part is the introduction. Mainly introduces the research reasons, research purpose and significance of the literature review of relevant research both at home and abroad; The second part is the logical framework and theoretical basis for this study, this research mainly based on the theory of urbanization and the reference group theory; The third part mainly is the research design. Research design includes research topic, core concept, the object of study, data processing and data analysis and research methods; the fourth part is the results and analysis. According to the free interviews to collect data for interviewee into the basic situation of the raw, and qualitative analysis of the collected data are performed; the fifth part is conclusions and deficiencies.This paper gets the important conclusions and discusses the deficiency of this study.