选取不同收入家庭的农村居民家电消费行为为研究视角,以耐用品消费的(S,s)理论模型为基础,通过CHNS数据进行分析。研究表明:启动低收入家庭的耐用品消费,重点应放在冰箱与洗衣机这两种家电,补贴政策的实施以及收入水平进一步的改善方能达到理想的效果;农村中等收入家庭存在较大的消费潜力,稳定的收入且有改善生活水平的愿望会形成实际的购买力;对于农村居民高收入家庭来说,家电类耐用品已基本饱和,市场需要提供更高档次的家电来满足这部分家庭的需求。 Based on the perspective of consumer behavior of household appliances in rural households with different income families, this paper analyzes the consumption of consumer durables based on the (S, s) theoretical model and CHNS data. The research shows that to start the consumption of durables in low-income families, the focus should be placed on the two types of household appliances such as refrigerators and washing machines, the implementation of subsidy policies and the further improvement of income levels to achieve the desired results. The middle-income families in rural areas have greater consumption Potential, stable income and the desire to improve living standards will form the actual purchasing power; for rural residents with high-income families, home appliances durable goods have been basically saturated, the market needs to provide higher-grade appliances to meet the needs of this part of the family .