消费者个体个性文化消费心理探析

An analysis of the cultural consumption psychology of different consumer groups

文化消费是中国近年来的热点议题,然而,关于文化消费心理的专项研究尚显匮乏。探析不同消费者群体的文化消费心理,不但具有理论意义,对于文化经营者进行更加精细化的市场定位,优化文化产品与服务供给,亦具有现实意义。首先,探析不同气质类型消费者的文化消费心理和行为特征;其次,探析ABCDE型性格消费者的文化消费心理和行为特征;进而,探析不同心理能力、经济能力、文化能力的消费者个体的文化消费心理。

Cultural consumption has been a hot topic in China in recent years.However,there is still a lack of special research on cultural consumption psychology.Analyzing the cultural consumption psychology of different consumer groups not only has theoretical significance,but also has practical significance for cultural operators to make more refined market positioning and optimize the supply of cultural products and services.First,analyze the cultural consumption psychology and behavior characteristics of consumers of different temperament types;second,analyze the cultural consumption psychology and behavior characteristics of consumers with ABCDE personality;then,analyze the culture of individual consumers with different psychological,economic,and cultural abilities Consumer psychology.