解释水平理论与文化产品消费意愿关系研究  

Research on Purchase Intention of Cultural Product-based on Construal Level Theory

作　　者：袁伟[1] 周颖[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200030

出　　处：《上海管理科学》2015年第3期27-33,共7页Shanghai Management Science

基　　金：国家自然科学基金面上项目:聚焦价格还是关注信息:感知价格不公平情境下文化产品的质量推(71372105)

摘　　要：文化产业发展的最终目的是为了文化消费,同时,文化消费也是文化产业发展的基础。随着文化市场竞争的加剧,商家企业进行了不同的文化创新,并为新产品做相关的宣传。从心理距离的解释水平理论视角,探讨了教育产品不同信息类型和解释水平对消费者购买意愿的作用机制。运用SPSS Statistic19.0中文版软件进行方差分析和相关性分析,得出研究成果:信息类型和解释水平各自与消费意愿没有显著性关系;在解释水平的调节作用下,信息类型与消费意愿显著相关,即信息类型与解释水平具有匹配性。The ultimate goal of cultural industry development is cultural consumption. At the same time, the cultural consumption is also the basis for the development of cultural industry. With cultural market competition intensfying, the business enterprises launch different cultural innovations and the relevant advertising for new products. From the perspective of psychological distance of construal level theory, the research discusses themechanism between the type of product information and construal level on consumer purchase intention.By variance and correlation analysis with SPSS Statistic software 19.0 to, the results reveal that both information type and construal level have no relationship withpurchase intention; With construal level as moderator, the information type has a significant effect on purchase intention.

关 键 词：文化消费 解释水平理论 消费意愿 

分 类 号：F014.5[经济管理—政治经济学] C912.6[社会学]