核心文化产品消费行为影响因素的识别与测量

Identification and measurement of influencing factors in consumer behaviors towards core cultural products

文章选取中国海外流行音乐产品消费者作为研究对象,对影响消费者核心音乐产品消费行为的内外部激励与约束因素进行了识别与测量,并通过逐步回归验证了消费者的消费行为与影响消费行为的内外部激励和约束因素的关系。研究结果显示,“经纪公司定期拍摄的视频物料”“获奖时获得的自豪感”以及“周边产品性价比较低”三个因素是影响消费者核心文化产品消费的显著性因素。结合文章识别的影响因素的判别量表以及核心文化产品消费者画像,文章认为核心文化产品在定价时应顺应消费者的消费特征,通过视频物料等渠道宣传增加产品附加值和消费者黏度,进一步提升消费者的购买意愿。

This paper focuses on Chinese overseas consumers of popular music products,identifies and measures both internal and ex ternal motivators and constraints that influence consumers’consumption behavior of core music products,and verifies the relationship be tween the consumers’consumption behavior and these motivators and constraints through a stepwise regression analysis.The findings demon strate that“regularly produced video materials by talent agencies”“pride felt when idols receive awards”and“low cost-effectiveness of peripheral products”significantly impact consumers’consumption of core cultural products.Combined with the identified factors and the profile of core cultural product consumers,this paper argues that when pricing core cultural products,it is necessary to align with consumers’consumption characteristics and increase product value-added services and consumer loyalty through promotional channels such as video content,thereby further enhancing consumers’purchase intentions.