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基于河南省东、中、西部三县域887家农户的实地调研数据,运用回归分析、相关分析等方法,从社会网络视角,首先对农户社会网络规模与礼金消费之间的关系进行了验证,发现农户对外交往的范围越大、频率越高,所需的礼金也就越多,即社会网络规模越大、网络密度越高的农户,礼金消费水平越高.其次,对农户家庭经济活动与礼金消费之间的关系进行分析,发现耕地面积越多、家庭收入越高、非农收入越高、非农收入占家庭收入的比重越大、耕地外租越多的农户,所需的礼金额越多;企业化、规模化、专业化生产程度越高的农户所需的礼金额越高.本研究有望丰富行为经济学研究内容,对农村相关政策的制定具有指导意义.
Based on the field survey data of 887 farmer households in the three counties of eastern, central and western Henan Province, using regression analysis and correlation analysis, from the perspective of social network, the paper first verifies the relationship between farmers’ social network scale and consumption of cash and gifts The greater the scope of the rural households’ external communication, the more they need the gift, that is, the larger the social network, the higher the network density, the higher the consumption level of gift.Secondly, Consumption between the analysis found that the more cultivated land area, the higher the family income, the higher the non-farm income, non-farm income, the greater the proportion of household income, the more rent arable land farmer, the required gift amount of the more And the higher the amount of gift required for the farmers with the higher degree of industrialization and scale and the higher specialized production.The study is expected to enrich the contents of the study of behavioral economics and provide guidance for the formulation of relevant policies in rural areas.