作者：员婉婉 （西安明德理工学院经济与管理学院，陕西 西安 710100）
摘 要：【目的】剖析农村居民支付能力与消费结构之间的冲突以及网购给西北地区农村居民消费带来的影响，总结归纳西北地区农村居民消费存在的普遍现象和问题。【方法】笔者通过中国知网（CNKI）检索相关文献，分析了农民消费与收入、消费观念、消费环境以及基础设施建设之间的关系，并以西北地区农村居民为调查对象，通过“问卷星”（www.sojump.com）发 放问卷，调查农村居民的收入现状、支出状况以及网购现象，收到有效问卷1 000份。同时走访陕西省WN市DL县的3个农村，有针对性地与不同性别、不同年龄阶段、不同学历的10位当地农村居民进行交流，了解影响西北地区农村居民消费的主要原因及消费倾向。【结果】1）西北地区农村居民的主要收入来源是务农和外出打工，从事农业生产活动的农民人数在下降； 2）非农业性支出在农村居民生活支出中占据主导地位，消费心理制约农村居民的消费行为，导致其网上购物信心不足；3）支付能力的增长与消费结构之间存在冲突，农村购物环境已无法满足农村居民的购物需求。【结论】通过引导农村居民的消费观念、平衡各生活结构之间的消费支出、倡导良好的生活方式、改善农村购物软环境、完善网上购物各环节衔接与安全问题，有助于提高农村居民消费水平，实现共同富裕，推进乡村振兴。
Study on the Consumption Problems of Rural Residents in Northwest China
Author: Yuan Wanwan
(School of Economics and Management, Xi’an Mingde Institute of Technology, Shaanxi Xi’an 710100)
Abstract: [Objective] To analyze the conflict between rural residents’ payment ability and consumption structure, as well as the impact of online shopping on rural residents’ consumption in the northwest China, and summarize the common phenomena and problems in rural residents’ consumption in the northwest China. [Method] The author searched for relevant literature through the China National Knowledge Infrastructure (CNKI) and analyzed the relationship between farmers’ consumption and income, consumption concepts, consumption environment, and infrastructure construction. Rural residents in the northwest China were surveyed, and questionnaires were distributed through the “Questionnaire Star” (www.sojump.com) to investigate the income status, expenditure status, and online shopping phenomenon of rural residents, 1 000 valid questionnaires were received. Simultaneously visiting three rural areas in DL County, WN City, Shaanxi Province, targeted communication was conducted with 10 local rural residents of different genders, age groups, and educational backgrounds to understand the main reasons and consumption tendencies that affect the consumption of rural residents in the northwest China. [Result] 1) The main source of income for rural residents in the northwest China is farming and working outside, and the number of farmers engaged in agricultural production activities is decreasing. 2) Non agricultural expenditure plays a leading role in rural residents’ living expenditure. Consumption psychology restricts rural residents’ Consumer behaviour, leading to their lack of confidence in online shopping. 3) There is a conflict between the growth of payment capacity and consumption structure, and the rural shopping environment is no longer able to meet the shopping needs of rural residents. [Conclusion] By guiding the consumption concept of rural residents, balancing the consumption expenditure among various life structures, advocating a good lifestyle, improving the soft environment of rural shopping, and improving the connection and safety of online shopping, it will help to improve the consumption level of rural residents, achieve common prosperity, and promote rural revitalization.
Keywords: northwest China; rural residents; e-commerce; consumer dilemma