农户购买家电意愿及其影响因素实证分析--以辽宁省三县市为例

摘要

This article reviews the current situation and performance of Home Appliances Going to the Countryside based on the research on 48 villages in 3 countries in Liaoning province. It shows that farmer approval on the policy is higher and the effect of policies stimulation on consumer demand is obvious. But there are still some problems, such as the insufficient attraction of financial subsidies. It also study the intention and influencing factors of farmers buying products of Home Appliances Going to the Countryside by using logistic model. The results indicate that several factors have effect on farmers whether to buy products of Home Appliances Going to the Countryside. Among them, time used for applying the subsidies and commodity prices have negative impact. However, genders, education degree, annual household income, policy awareness, demands for variety, hydroelectric facilities, communications network and where to buy have positive influences. Finally, it puts forward some suggestions to optimize the appliances consumer behavior of farmers such as increasing the income of rural residents to increase farmers' consumption demand for appliances, improving the after-sale service system for home appliances, speeding up construction of rural infrastructure in order to provide a good environment for consumer appliances, and improving rural social security system to ravel out worries about the consumption of appliances.%　　本文通过对辽宁3县市48个村庄的调查作为研究基础，对家电下乡政策实施现状和效果进行分析。在整体上农户对家电下乡政策认可度较高，政策拉动农户消费需求的效应较为明显，但还存在财政补贴吸引力相对不足等问题。本文运用Logistic模型对农户购买家电产品的意愿及其影响因素进行计量分析，结果表明，申领补贴时间和产品价格对农户家电购买意愿呈负相关关系，而农户购买家电产品受到多种因素的影响，其中，性别、文化程度、家庭年收入、政策的认知程度、品种需求、水电设施、通信网络和销售地点对农户家电购买意愿产生了积极的影响。同时，根据实证分析得出的结果，提出了提高农户收入，增加农户对家电消费需求、完善家电下乡产品的售后服务体系、加快农村基础设施建设、提供良好家电消费环境、健全农村社会保障制度、解决农户家电消费后顾之忧等优化农户家电消费行为的对策建议。