Analysis Of Influencing Factors To Rural Residents’ Willingness Of Network Consumption

Development of urban and rural development in China has become in the meaning of the new rural construction is an important goal of narrowing the gap between urban and rural. The level of infrastructure in rural areas continue to improve, the trend of the equalization of basic public services in urban and rural areas, rural information infrastructure and broadband access, network consumption has become a new consumption patterns of rural residents. However, due to the lack of rural Internet users network applications and internet education, agricultural problems, rural residents Internet consciousness, the per capita net income of urban residents is low and other factors, the network consumption between urban and rural residents and some differences still exist.Urban and rural consumption market network network consumer market but also because of the gap between urban and rural public service system, infrastructure, logistics system,there are still the dual economic structure in urban and rural areas. Therefore, how to stimulate rural consumption demand, promote a new mode of network consumption,promote the upgrading of rural consumption structure, far-reaching significance to promote the growth of economy. In this paper, from the perspective of rural residents, factors influencing network consumer willingness on rural residents, from the consumer body,motivation and to find the factors that affect the network consumption of rural residents,rural network optimization is to stimulate consumption, rural consumption market and promote the important task of new rural construction.This research uses 200 rural residents in Jiangxi Province as a sample, based on the theory of planned behavior, the use of structural equation model to do the empirical analysis on the factors of rural residents’ Consumption Willingness and influencing network, rural residents from the behavioral attitude, subjective norm and behavior intention of rural residents to explore the network control effects of the three factors.Conclusions of the study are as follows:(1) the rural residents’ consumption behavior of network expansion will help to promote the economic development of Chinese, but because the rural infrastructure,logistics information system, knowledge level and the gap between the city, the development of network consumption scale and network consumption market development still lags behind the city. With the promotion of new rural construction, to further improve the rural infrastructure, rural residents’ consumption of network will be greater development.(2) The use of structural equation model, and analyzes the main factors influencing network consumer willingness of rural residents. Rural residents "attitude", "behaviorcontrol" significantly affect the rural residents of network consumption intention; product category rich "," cheap "and" time "," express convenience "of the four observable variables significantly affect the rural residents’ attitude and behavior;" care about others evaluation, listen to friends and relatives "opinions", has opened online banking "of these three variables significantly affect the rural residents’ subjective norm;" has opened online banking "and" learn "," to recommend to friends and relatives of the three variables significantly influence the behavior of rural residents; "works for me", "good idea" effect of rural residents network consumption.According to the theoretical analysis and empirical research, qualitative analysis and quantitative analysis in this paper, finally puts forward three suggestions: one is to carry out the training of rural network, information technology to enhance the level of rural residents; the two is to improve the network security mechanism, strengthen the network security of rural residents consumption experience; the three is to improve the rural infrastructure construction, convenient logistics system.