经济新常态下农村居民消费意愿影响因素的实证分析

扩大内需，尤其是扩大农村居民消费是我国经济新常态下提高经济发展质量效益和转变经济发展方式的重点。运用结构方程模型对农村居民消费意愿影响因素展开实证分析。研究显示，收入因素、公共服务、营销因素、消费观念四个变量对农村居民消费意愿影响显著。提升农村居民消费意愿，挖掘农村居民消费潜力，需要从政府、企业、个人三个层面展开。

The Empirical Analysis on the Factors that Influence Rural Residents' Consumption Willingness Under China's Economic New Normal

Expanding the domestic consumption demands, in particular, enhancing the consumptive demands of residents, is still necessary for every province to improve the quality of economic development and accelerate the transformation of the development pattern at present and in the future. This paper applies empirical research method of structural equation mode to study and research the factors that influence the consumption willingness of rural residents. Research shows that income factors, public services, marketing factors, consumption concept have a significant effect on the rural residents'' consumption willingness in Nantong City. Consumption concept has the greatest influence. This paper suggests improving the consumption willingness of rural residents to exploit the potentialities of their consumption ability from the government, enterprise and consumer''s perspectives.