中文摘要：

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.

英文摘要：

The survey data,collected from 887 peasant households in eastern,central and western county of Henan Province,was analyzed with the methods of regression analysis and correlation analysis.In the view of social network,the relationship between scale of peasant social network and gift consumption was analyzed and verified firstly.It can be found that the larger social network scale,higher the frequency of foreign exchanges,the more cash gift was needed on households.In other words,the level of consumption varied with the scale and density of social network.Besides,the relationship between gift consumption and family economic activities infers that more arable land area,higher of family income,higher non-agricultural income,more proportion of non-agricultural income accounted for household income,and more farmland rent,more gift needed correspondingly.Furthermore,the higher degree of specialization,large-scale and specialized production,the higher requirement of gift,respectively.This study is expected to enrich the content of behavioral economic research and make some guiding significance to the making of relevant rural policy.