Research On Influencing Factors Of Digital Cultural Products Consumption

With the help of the Internet development bonus,the Internet plus cultural industry opens up new development paths for the development of new cultural industries.Under the background of strong policy support and the rapid development of emerging cultural industries,studying the factors affecting users’ consumption of digital cultural products is conducive to better grasp consumers’ demand and realize the perfect combination of menu demand and accurate supply of cultural products,so as to promote the better development of emerging cultural industries.Firstly,based on the theory of perceived value,this paper constructs the factor model affecting users’ willingness to spend on digital cultural products,studies the pre variables affecting users’ perceived value,and uses the questionnaire method to study the influencing factors of users’ willingness to pay for digital cultural products from the subjective perspective of perceived value.Secondly,based on the consumption behavior theory,this paper constructs a panel regression model,and uses the data and measurement methods of the statistical yearbooks of 25 provinces and cities in China to explore the objective factors affecting users’ consumption behavior of digital cultural products.Based on the combination of subjective and objective,the following conclusions are obtained according to the empirical results:The per capita disposable income of residents,the number of mobile Internet users,the average number of years of education of residents and the amount of government subsidies all play a certain role in promoting the consumption of digital cultural products;Perceived usefulness and perceived ease of use can effectively explain and predict the perceived value of users’ digital cultural products.At the same time,perceived value mediates the relationship between the two situational variables and users’ willingness to pay;User perceived risk has a positive impact on perceived value,and perceived value plays a partial intermediary role between perceived risk and willingness to pay.This enlightens relevant departments and digital cultural product manufacturers to adjust their policies and development methods,so as to improve the supply quality of digital cultural products,more accurately grasp the needs of users,make full use of the help of Internet technology,constantly optimize the quality of services and content,and improve users’ use experience and value perception.