| Based on the 2019 China Household Finance Survey data, this study explores the release effect and mechanism of changes in rural household financial assets on the consumption motivation of rural residents. The research results indicate that the accumulation of financial assets in rural households significantly promotes the release of consumption motivation among rural residents, and a series of robustness tests support the reliability of the conclusion. Mechanism testing shows that the accumulation of financial assets in rural households has promoted the release of consumption motivation among rural residents by promoting rural entrepreneurship and employment. Further analysis reveals that in terms of consumption structure, compared to medical and other consumption expenditures, the accumulation of financial assets in rural households significantly promotes consumption expenditures in food, clothing, housing, life, transportation, and education; Compared to survival oriented consumption, the accumulation of financial assets in rural households is more conducive to unleashing the driving force of development oriented consumption. In terms of heterogeneity, the release effect of rural household financial asset accumulation on the consumption motivation of rural residents is more pronounced in the eastern region and second tier cities. The release effect of rural household financial asset accumulation on the consumption motivation of households with female heads, high cultural level, and high income level is stronger. |