线上文化消费行为对网民幸福感的影响因素研究

Research on the Influencing Factors of Online Cultural Consumption Behavior on Netizens’ Well-Being

提升人们的幸福水平是满足人民日益增长的美好需求的重要抓手。线上文化消费行为可以提升网民的幸福感,深化网民对内心世界的丰富,这是实现物质世界与精神世界相联结的重要方式。本文分析线上文化消费行为和网民幸福感之间的关系,以文化消费为自变量,幸福感为因变量,将性别、居住地、收入、受教育程度和婚姻状况这些重要的人口统计学变量作为控制变量来构建研究框架,观察线上文化消费行为对网民幸福感在不同控制变量作用下的差异性。本文的结果显示线上文化消费行为对网民幸福感有显著影响,线上文化消费行为次数越高,则幸福感越强;并发现在不同的收入水平、受教育程度以及婚姻状况下,线上文化消费行为对网民的幸福感均具有差异性。最后,本文从线上平台和社会角度出发,针对分析的结果提出了相关建议。

Improving the happiness of netizens is an important starting point to meet the growing needs of the people. Online cultural consumption behavior can improve people’s happiness and deepen the enrichment of people’s inner world, which is an important way to realize the connection between the material world and the spiritual world. This paper analyzes the relationship between online cultural consumption behavior and netizens’ well-being, takes cultural consumption as the independent variable and well-being as the dependent variable, and uses important demographic variables such as gender, place of residence, income, education level and marital status as control variables to construct a research framework, and observes the differences of online cultural consumption behavior on netizens’ well-being under different control variables. The results of this paper show that online cultural consumption behavior has a significant impact on the happiness of netizens, and the higher the number of online cultural consumption behaviors, the stronger the sense of happiness, and it is found that online cultural consumption behavior has different effects on the happiness of netizens under different income levels, education levels and marital status. Finally, from the perspective of online platforms and society, this paper puts forward relevant suggestions for the results of the analysis.