A Study on the Relationship between Residents’ Income and ConsumerBehavior in Henan Province under the Background of Public Health Events

公共卫生事件对消费市场的正常运转造成较大冲击，严重影响了河南省经济社会的正常运行，居民宏微观消费行为发生改变，极大影响刺激消费的经济政策的实施效果。本文首先对经典的消费理论进行综述，阐释公共卫生事件对居民消费与收入的影响机制，在此基础上，基于1978~2021年河南省的时间序列数据，运用描述性分析和计量分析等定量研究方法，对公共卫生事件背景下河南省居民收入与消费行为的关系进行分析和研究。经过分析，本文得出如下研究结论：(1) 公共卫生事件的发生会导致居民收入和消费下降；(2) 公共卫生事件使得居民的边际消费倾向下降。基于此，本文提出能够促进河南省居民消费的建议：(1) 促进中低收入群体就业，提升就业率；(2) 加大中小微型企业信贷扶持力度；(3) 积极推动文旅融合发展，提升消费丰富度和消费水平。Public health events have had a significant impact on the normal operation of the consumer market, severely affecting the normal operation of the economy and society in Henan Province. The macro and micro consumer behaviors of residents have changed, greatly affecting the implementation effect of economic policies to stimulate consumption. This paper first reviews the classic consumption theory, explaining the impact mechanism of public health events on residents’ consumption and income. On this basis, based on the time series data of Henan Province from 1978 to 2021, and using quantitative research methods such as descriptive analysis and econometric analysis, this paper analyzes and studies the relationship between residents' income and Consumer behaviour in Henan Province under the background of public health events. After analysis, this article draws the following research conclusions: (1) The occurrence of public health events can lead to a decrease in residents’ income and consumption. (2) Public health events have led to a decrease in residents’ marginal propensity to consume. Based on this, this article proposes suggestions that can promote residents’ consumption in Henan Province: (1) Promote employment and increase the employment rate. (2) Increase credit support for small and medium-sized enterprises. (3) Actively promote the integration and development of culture and tourism, and enhance the richness and level of consumption.