论文部分内容阅读
传统的消费者行为理论通常假定消费者是理性行为人,购买决策是成本的函数,社会因素被认为是外生变量。而经济社会学理论强调了消费者是社会行为人,社会因素会内生的影响消费者购买决策。本文研究了社区归属感与农村居民外购行为之间的联系。通过对农户购买日用消费品实地调查资料的数据分析,得出结论:社区归属感对农村居民外购行为产生显著的负向影响。同时,农村居民家庭年收入水平的提高会增加农村居民外购行为,与村外购物地的距离增加会减少农村居民外购行为。
The traditional theory of consumer behavior usually assumes that consumers are rational actors, purchasing decisions are a function of cost, and social factors are considered as exogenous variables. The socioeconomic theory emphasizes that consumers are social actors, social factors will endogenous impact on consumer purchasing decisions. This paper studies the relationship between community ownership and rural residents’ outsourcing behavior. Through the data analysis of field survey data of purchasing household consumables by farmers, the conclusion is drawn that the community ownership has a significant negative impact on the behavior of rural residents’ outsourcing. At the same time, raising the annual income level of rural households will increase the purchasing behavior of rural residents, and increasing the distance from shopping malls outside the village will reduce the purchasing behavior of rural residents.