文化消费支出决策:价值感知、参照群体影响和资源约束

摘要采用Cragg跨栏模型,基于个体微观视角探析文化消费金钱和时间支出决策的直接影响因素。研究发现:逃避性价值和价格感知对各种文化消费的金钱和时间支出决策均有促进作用,享乐性价值仅对网络文化消费时间支出决策具有正向影响,社会性价值对文化传媒金钱和时间支出决策具有正向影响,但对文化艺术消费时间支出决策具有负向作用。收入对各种文化消费的金钱和时间支出决策均有促进作用,闲暇时间仅对休闲娱乐金钱支出决策具有显著影响。参照群体影响是文化消费支出决策的重要影响因素,文化供给环境感知对个体资源约束与支出决策的关系起到一定正向调节作用。

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	李志兰
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	李东进

关键词：文化消费支出决策价值感知参照群体影响资源约束

Abstract： This paper divides cultural consumption into two dimensions-money spending and time spending, and then analyzes the main influencing factors for individuals to make decisions on the amount of money and time spent from the microscopic perspective. The results show that escapist value and price perception are the main drivers on the amount of money and time spent for different types of cultural consumption, and hedonic value only has a positive impact on the amount of time spent on internet culture consumption. Social value has a positive impact on the amount of money and time spent on cultural media consumption, but it has a negative effect on the amount of time spent on culture and art consumption.Income can promote the amount of money and time spent on different types of cultural consumption, and leisure time only has a significant impact on the amount of money spent on leisure & entertainment consumption. Reference group influence plays an important role in spending decisions, and the moderation effect of cultural supply environment in the relationship between resource constraints and expenditure decisions is partially confirmed.

Keywords： Cultural Consumption Expenditure Decision Value Perception Reference Group Influence Resource Constraints

收稿日期 2019-01-18; 接受日期 ;

基金资助:国家自然科学基金青年项目(71602048)

作者简介: 李志兰(1981— ),女,河南延津人,博士,副教授,主要从事消费者行为研究;牛全保(1963— ),男,河南长垣人,博士,教授,主要从事营销管理研究;李东进(1957— ),男,吉林和龙人,博士,教授,博士生导师,主要从事消费者行为研究。

引用本文:

李志兰, 牛全保, 李东进.文化消费支出决策:价值感知、参照群体影响和资源约束[J]. 经济经纬, 2019,6: 117-124

LI Zhi-lan, NIU Quan-bao, LI Dong-jin.Expenditure Decision in Cultural Consumption: Value Perception,Reference Group Influence and Resource Constraints[J] Economic Survey, 2019,V36(6): 117-124

链接本文:

http://www.jjjw.org.cn/CN/ 或 http://www.jjjw.org.cn/CN/Y2019/V36/I6/117

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