Study On The Mechanism Of Urban Residents' Cultural Consumption Behavior

Cultural consumption is a thrilling leap from cultural products to money.It has many quite important practical functions in satisfying the individual cultural consumption demand,maintaining the survival of cultural enterprises,promoting the development of national economy and so on.Based on the domestic and foreign literature review,the paper finds that there are lots of cultural consumption studies in economics perspective but few in psychology perspective.Scholars tend to regard the cultural consumption as an economic phenomenon and don't pay much attention to the consumer behavior,the microscopic psychological variables behind it,the mutual links among them as well as the mechanism.On the one hand,this is out of the reality,weakens the uniqueness of cultural consumption to some extent and isn't beneficial for people to grasp the characteristics and laws of cultural consumption;on the other hand,people's mind is so restricted that research results are similar and have many limitations in practical application.In view of the fact,the paper tries to find a new way from the microscopic perspective.On the basis of the consumer behavior,the mechanism of the urban residents' cultural consumption behavior is studied by adopting qualitative and quantitative methods as well as the interdisciplinary method.The core work of this paper consists of two parts:first,based on the theory of consumer behavior and results of previous studies,the model of urban residents' cultural consumption behavior and its influencing factors is constructed.Using samples in Wuhan City and the structural equation model,research hypotheses are verified;second,on the basis of the model,the urban residents' cultural consumption behavior mechanism is further studied.Under the guidance of it,a case study in Wuhan City is made.The characteristics of Wuhan citizens' cultural consumption are analyzed and problems are diagnosed.Then some suggestions are offered to promote Wuhan citizens' cultural consumption.The case study also turns out to prove the internal logical consistency and practical application value of the mechanism.The main conclusions of this paper includes:firstly,the urban residents' attitude towards cultural consumption and the urban cultural consumption environ ment have significant positive impacts on the urban residents' cultural consumption behavior.And the impact of former is stronger than the latter;secondly,the urban residents ' cultural consumption behavior mechanism contains six variables,namely cultural consumption need,cultural consumption motivation,cultural consumption behavior,cultural consumption attitude,cultural consumption satisfaction,cultural consumption environment.In essence,the urban residents' cultural consumption behavior is the result of internal cultural consumption need,cultural consumption attitude and external cultural consumption environment;thirdly,Wuhan citizens' cultural consumption behavior in 2014 is weak.The citizens' attitude towards cultural consumption is positive but their satisfaction on cultural consumption environment in Wuhan is low.It is suggested that the government strengthen the legal construction of cultural market,make cultural consumption promotion policies,optimize the supplier in cultural market,improve the public cultural service system in order to promote citizens' cultural consumption.