中文摘要：

经济新常态下，探究农村耐用消费品激活新路径，很有必要。文章关注了情感因素对农村居民耐用品消费意愿的影响，分析了情绪、关系质量与消费意愿之间的关系，使用多元回归分析法检验了关系质量在情绪与消费意愿之间的中介作用。实证研究发现，积极情绪是满意与信任的关键前因，满意与信任显著影响耐用品消费意愿，而且满意与信任在积极情绪与耐用品消费意愿之间有显著的完全中介作用，并提出商贸流通业开拓农村市场的对策建议。

英文摘要：

Under the new economic normal, it is necessary to explore the new path for activating durable goods consumption in rural areas. This paper takes into consideration the influence of emotional factors on rural resident consumption willingness for durable goods, analyzes the relationship among emotion, relationship quality and con- sumption willingness, and tests the intermediary role of relationship quality between emotion and consumption will- ingness via multiple regression. The empirical study shows that positive emotion is a key antecedent to satisfaction and trust, for satisfaction and trust have a significant influence on consumption willingness and play a full mediation role between positive emotion and durable goods consumption willingness. Countermeasures and suggestions are put forward for commercial circulation industries to develop rural markets.