Typical Digital Products Consuming Behavior Of Urban And Rural Residents Based On The CHNS Household Survey Data

With the development of China’s economy, the level of science and technology is constantlyimproving, new durable goods flooded into China’s emerging markets. Increasing revenueprovided for consumers a real protection，so they can buy the goods they want，at the same time，market offers a variety of products to the consumers. After gone through several different stages,digital products market began to rise in the durable goods market. Overall, the advent of theInternet era ever makes extensive use of computers, increasing of revenue make the residents paymore attention to the pursuit high quality of life, the functions of digital camera began to befamiliar with the Chinese, in the information society telephone also completed a high-enddurables changes to the necessities of life. This paper try to explore: if there are any different inconsumers behavior between urban and rural residents different income groups, residents ofdifferent regions throughout the research phase. And what is the reason of leading to thesedifferences. Through discussion and answer these questions, we try to further reveal theconsumption behavior of urban and rural residents on durable goods, we main to provide someuseful macroeconomic policies to stimulate domestic demand for the government.To providebetter production plan for the manufacturers, so that the market can be benign development.Digital products both have the characters of durable goods and they upgrading very fast. Wechoose to maintain level to analysis the influence factors on consumer behavior of durable goods.Due to the level of ownership includes not only the number of durable goods, and it can reflectcommodity prices; so compared to the current spending on durable goods, the var we choose ismore realistic. This paper attempts to study at the micro level of urban and rural residents oftypical behavior of digital durable products. What’s more, we select China Health and NutritionSurvey date to do the analysis. In the article, we use2004,2006,2009,2011four years data. Thesample of urban and rural residents in accordance with different incomes and different regionalgrouping, using multiple regression model by STATA, to ensure the empirical analysis are moreaccurate and detailed on consumer behavior of digital products. Based on the analysis of urban and rural residents of different income levels consumerbehavior, the samples data into the low-income group, middle income group and high incomegroup categories The results summarized in the following:(1) Low-income groups with limitedpurchasing power of digital products, the retention of the three durable goods is not high, raise theprice subsidies and income levels are feasible.(2) Middle-income groups have purchase potential,but the focus should be used on the impact product promotion of computer and camera, the impactof income and price levels are more significant.(3) There is no demand of basic digital productsin high-income groups; the market is required to provide a higher grade, high-performanceproducts, thereby stimulating the consumer to make a purchase.(4) There is a big gap betweenurban and rural consumers’ behavior for digital products, the government should increaseinfrastructure construction in rural areas, at the same time, and we should make rural residentslearn more about digital products, so that stimulate their desire to buy.In analyzing the different area consumers’ behavior, this article will divided the nineprovinces into three parts using CHNS data; they are eastern, central and western three regions.We can make the conclusion as follows (1) There is a higher income level in the eastern regionresidents,the level of education has a greater impact on consumers’ behavior, computers, camerasare still have the consumer market potential.(2) Urban residents of central region have a higherlevel of owing a telephone than the eastern people. It shows that we can not ignore the strength ofconsumption in this area.(3) The western region of the popularity of digital products is not high,in order to raise the level of consumption should support the basic durable goods.(4) Theownership of digital products of urban consumer in three region are not very different, thetelephone is basically saturated, but the computer, camera still has great market space. In additionto mobile phones in rural areas, the demand of computers, cameras are rarely.From the point ofview to stimulus spending; the basic durable goods are more suitable.