Research on Consumption and Consumer Behavior in the Forming Process of China's Mass Consumption Society

本文旨在通过对不同经济水平城市地区消费者生活和行为的调查，就市场经济发展过程中，社会经济如何运行，大众消费社会是如何形成的，本次调查是通过随机抽取各城市经济发展水平的1800户居民进行问卷调查而进行的。这些城市包括大城市、地区城市和小城市，共9个城市/地区。（天津市，最大的沿海城市，离北京最近，阜新市，老煤矿城市，中国东北辽宁省，承德市，河北省及其周边农村小城镇，滦平县，太原市和新煤矿城市，山西省朔州市，凯里市，小的一个，是民族 ...更多信息 贵州省西南部少数民族聚居区、云南省西南部省会昆明市、广东省市场经济发展最快的深圳市）。在每个城市或乡镇随机抽样200户家庭。在进行这项调查的同时，定性调查和研究也已完成。两种调查的复捕率均为99%，获得了高质量的广谱调查结果。收集的数据被带回日本进行分析。从20世纪90年代与2004 - 2005年的时间比较、城市间比较、国际比较和分析的角度，中国大众消费社会的形成过程与欧美、日本不同。城市之间和收入之间的差距比20世纪90年代更大，但“中等收入阶层”迅速增加。消费者追求更高的欲望满足是其特征。自2004年以来，城市间和收入阶层间的差距不断缩小，区域城市、小城市的消费需求与大城市一样，正从必需品向奢侈品、从商品向服务、从数量向质量转移。少

This paper aims to clarify the forming process of mass consumption society in China through conducting the survey on consumer's life and actions in urban areas where the economic levels are different, regarding this questions, such as, during the market-oriented economic development process, how the society and economy move, how the mass consumption society forms.This survey was conducted through questionnaire investigations of 1800 households sampled randomly in the economic development level from various cities picked at random. These cities range from big cities, regional cities to small cities, altogether 9 cities/ regions. (Tianjin Municipality, the biggest coastal city which is nearest to Beijing, Fuxin City, an old colliery city of Laoning Province, Northeast of China, Chengde City, a small one of Hebei Province and its peripheral rural small towns, Luanping County Taiyuan City and a new colliery city, Shuozhou City in Shanxi Province, Kaili City, a small one where is the ethnic … More minority residential area in Southwest Guizhou Province, Kunming City, capital city of Southwest Yunnan Province, Shenzhen City, where the market-oriented economy developed most rapidly in Guangdong Province). 200 households were randomly sampled in each city or town. While this survey was being conducted, the qualitative survey and research were also completed. The recapture rates of these two kinds of survey were 99%, and high quality of survey results in broad spectrum were obtained. The collected data were brought back to Japan, and analyzed. From the views of time comparison between the period 1990s and the period from 2004 to 2005, the comparison among cities, international comparison, and the analysis is conducted.The forming process of China's mass consumption society was different with Europe, America and Japan. The gaps between cities and income were larger than 1990s, but the "middle-income brackets" increased rapidly. It was characterized that consumers were in hot pursuit of higher satisfaction of desire. Since 2004, the gaps between cities and income layers are becoming smaller, the consumer need in regional city, small city, same as big city, is transferring importance of disbursement from essential products to luxury articles, from goods to services, and from quantity to quality. Less