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Abstract Expanding domestic consumption is of great significance for the transformation of economic development mode in China at present. This paper builds a theoretical model which considers the cost of purchase activities, and conducts econometric analysis based on 2009-2014 provincial panel data to show that, besides the “demand side” measures aimed at promoting consumption willingness, such as increasing household income and perfecting social security system, improving the supply of retail services can also play a positive role in tapping the potential of consumption, since the consumption is quite possible to be limited by constraints other than income, and leads to the phenomenon of giving up or curbing consumption, transferring or centralizing consumption places, and purchasing inferior goods. The transformation and upgrading strategy adopted by entity retail enterprises currently is consistent with the macro target of tapping consumption potentials. Further improvements combined with necessary guiding policies will better promote the transform of profit model for retail industry and meanwhile boost the consumption.
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Received: 13 June 2016
Published: 15 November 2016
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Corresponding Authors:
ZHANG Hao
E-mail: zhh24816@163.com
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2016, Vol. 
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