为探究农村消费结构的转变，从个体特征、家庭特征、相关群体、经济环境特征和消费习惯等5个方面共选取14个变量建立Probit模型，对江西不同收入层次农村家庭享受型家电购买行为的影响因素进行分析。结果表明，不同收入层次农村家庭享受型家电购买的影响因素也不同。具体而言，高收入户享受型家电购买主要受相关群体、经济环境和文化程度等因素影响；中等收入户主要受家庭收入来源、文化程度、消费习惯等因素影响；而低收入户主要受相关群体、年龄和消费习惯等因素影响。据此，提出企业进一步开拓江西农村耐用品消费市场的相关对策。%Aiming to probe the structural transformation of rural consumption patterns , this paper selects 14 variables from four aspects-the individual factors ,social factors,environmental factors and the consumption habits,and builds a Probit model to analyze the factors that influence the purchase of luxury appliances in Jian -gxi’ s rural households of different income .The results indicate that differences do exist between households with different income .The purchase behavior of high -income households are mainly affected by relevant groups ,the economic environment and education;that of middle-income households is affected by their sources of income,education,and consumption habits;and that of low-income households by relevant groups ,age and consumption habits .Therefore,it is proposed that enterprises take further market developing countermeasures to expand household consumption of durable goods in Jiangxi rural households .
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