文化产品属性对文化消费的影响研究:以图书为例

Research on the Impact of Cultural Product Attributes on Cultural Consumption: A Case Study of Books

文化产品属性包括客观属性和主观属性,前者是文化产品在生产过程中形成的固有属性,后者是个人对产品主观感知的汇总综合。论证了文化产品属性对文化消费需求的影响原理和影响机制,强调文化消费的体验性特征。以当当网的图书销售数据为来源进行实证检验,模型中设置了8个反映图书属性的变量,在进行对数模型估计的基础上,运用一阶差分模型处理了内生性问题。估计结果表明,图书类型、丛书、获奖、评论数量等属性对图书消费需求的影响是显著的。研究结果对图书的创意、生产和销售有所启示。

The attributes of cultural product include objective attributes and subjective ones.The former is the inherent attribute formed in the production process of cultural products,and the latter is the summary and synthesis of individual subjective perception of products.This paper demonstrates the impact of principle and mechanism of cultural product attributes on cultural consumption,and emphasizes the experiential characteristics of cultural consumption.The book sales data from Dangdang.com are selected for empirical tests.There are 8 variables in the model that reflect the attributes of books.On the basis of logarithmic model estimation,DID model is applied to deal with the endogeneity.The results show that book types,series,awards,online reviews have a significant impact on book consumption demand.These results have some implications for the creativity,production and sale of books.