城乡中学生消费行为比较研究

通过对北京市和湖南省两所中学的问卷调查研究，考察比较了我国城乡中学生的消费行为，包括消费水平、消费结构及其他消费特征。并通过建立扩展线性支出系统（ELES）对城乡中学生的消费需求进行定量分析，发现我国城乡中学生在消费水平、消费结构、消费需求等方面均存在较大差异，消费动机、厂商、家庭、社会等因素均影响了中学生消费行为的选择，应结合家庭和学校教育，合理引导中学生的消费行为。

Study on the Difference of Customer Behavior of Middle School Students between Urban and Rural

Based on the survey data from two middle schools in Beijing and Hunan province, the paper mainly analyses and com- pares the current consumption status of middle school students between urban and rural, including consumption level, structure, as well as other characteristics. Besides, through conducting a quantitative analysis of consumption demand by establishing the ELES model, we can found that there is large difference of middle school students between urban and rural in the level of consumption, consumption structure, consumption demand and etc. Consumption behavior choice of middle school students are influenced by consumer motivation, manufacturers, family, social factors and so on. We should combine family and school education to guide rational consumer behavior of middle school students.