消费心理学角度的文化消费心理初探

A Preliminary Study of Cultural Consumption Psychology from the Perspective of Consumption Psychology

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。运用消费心理学原理探析文化消费心理,具有学术与应用价值。狭义的文化消费心理专指消费者在进行文化消费时候的心理活动,是消费心理中的一个专门门类。文化消费心理具有高度的社会性,消费者的心理满足主要源于文化意义,且具有多面性、复杂性。文化消费心理需求源于人的精神世界的追求,具有高层次性与多层次性。文化语境造就文化消费心理结构,文化消费心理结构决定心理模式。

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. Using the principles of consumer psychology to analyze cultural consumer psychology has academic and practical value. The narrow sense of cultural consumption psychology refers specifically to the psychological activities of consumers during cultural consumption, which is a specialized category of consumer psychology.Cultural consumption psychology has a high degree of sociality;the psychological satisfaction of consumers mainly stems from cultural significance;and it is multi-faceted and complex. The psychological needs of cultural consumption originate from the pursuit of the spiritual world;the psychological needs of cultural consumption have high-level and multi-level characteristics. The cultural context creates the psychological structure of cultural consumption;the psychological structure of cultural consumption determines the psychological model.