Research on influencing factors of consumption of auspicious theme cultural and creative products from the perspective of youth sub-culture
Under the background of the collision and penetration of traditional culture,youth subculture,and consumer culture,the hot-selling phenomenon of auspicious theme literature and creation,the consumption motivation behind it,and its cause mechanism are discussed.According to the compensatory consumption theory,combined with the Censydiam consumption motivation model,five core dimensions and items were summarized by referring to the"hedonic shopping motivation scale"and the"supernatural belief scale."The influencing variables of consumption motivation were obtained by sampling questionnaires,and the data were analyzed by regression.The results show that the consumption motivations of"entertainment,""cultural custom,""psychological suggestion,"and"social satisfaction"have a positive impact on the intention of auspicious theme cultural and creative consumption,while"economic cost"has a negative impact on the intention of auspicious theme cultural and creative consumption.In conclusion,entertainment and cultural customs together constitute the core influencing factors,and psychological suggestion and social satisfaction also play an important role in specific consumption scenarios.It is an effective way to develop cultural and creative products to understand cultural empathy under the coupling of youth subculture and auspicious culture and to dig into cultural consumption needs based on cultural application scenarios.
Youth sub-cultureAuspicious cultureCultural and creative productsConsumption motivationApplication scenarioo
万方数据
维普
