结合家电出口和内销统计数据以及农村家电市场潜力,本文从政策目标群体的视角考察了该政策的具体执行情况及其社会意义。通过对19个省176个农户的问卷调查和Logit分析,研究发现“家电下乡”政策已逐渐为农民所接受,中央对于产品覆盖范围的扩大和支付程序的简化起到了良好效果。值得注意的是,农民工失业或非稳定就业导致家庭收入减少,而且农民为自身的医疗、养老等问题担忧,因此上述问题的解决,将为其消费信心和能力提供有力保障。 Combined with the export of household appliances and domestic sales statistics and the potential of rural household appliances market, this article examines the specific implementation of the policy and its social significance from the perspective of policy target groups. Through the questionnaire survey and Logit analysis of 176 farmer households in 19 provinces, the study found that the policy of “bringing home appliances to the countryside” has gradually been accepted by peasants and the Central Government has been effective in expanding product coverage and simplifying payment procedures. It is worth noting that the unemployment of migrant workers or unsteady employment leads to the reduction of family income and the peasants are worried about their own medical treatment and retirement care. Therefore, the solution of the above problems will provide powerful guarantee for their consumer confidence and ability.