消费者感知视角下文化舒适物如何形塑消费者网络?——来自城市消费空间的证据  

How Do Cultural Amenities Shape Consumer Network from Perspective of Consumer Perception?

作　　者：谈佳洁 刘新静 Tan Jiajie;Liu Xinjing

机构地区：[1]上海师范大学旅游学院,上海201418

出　　处：《企业经济》2023年第2期108-117,共10页Enterprise Economy

基　　金：全国艺术科学规划领导小组办公室文化艺术和旅游研究项目“文化和旅游消费理论与实践研究”(项目编号:19DY24);国家社会科学基金重大项目“大运河文化建设研究”(项目编号:19ZDA186);上海师范大学旅游学院校级课题“文旅融合视域下城市消费空间场景营造研究”(项目编号:KY2021-D1L6)。

摘　　要：文化舒适物是城市文化消费实践的重要载体,也是城市消费空间营造消费社群的关键环节。本研究以上海K11购物中心为例,使用社会网络分析与多元线性回归方法,构建了由1008位消费者点赞行为组成的关系网络,从消费者感知视角分析了文化舒适物对消费者网络的形塑结果。研究认为:文化舒适物感知同质性显著影响消费者网络关系的形成;文化舒适物感知强度与消费者网络影响力显著相关,且文化舒适物感知强度主要与消费者间的整体距离相关。基于此,本研究认为城市消费空间应立足自身定位,加强在线社区文化舒适物的宣传力度,通过各类体验活动积极培育消费者意见领袖,并进一步夯实文化舒适物长期开发基础。Cultural amenities are the important carrier of urban cultural consumption practice, and also the key link for urban consumption space to create consumer community. Taking Shanghai K11 shopping center as an example, this study uses social network analysis and multiple linear regression methods to construct a relationship network composed of 1008consumers’ praise behavior, and analyzes the shaping results of cultural amenities on consumer networks from the perspective of consumer perception. It is concluded that the perceived homogeneity of cultural amenities significantly affects the formation of consumers’ network relationship;the perceived intensity of cultural amenities is significantly related to consumers’ network influence, and the perceived intensity of cultural amenities is mainly related to the overall distance between consumers. Based on this, it is believed that urban consumption space should be based on its own position,strengthen the publicity of cultural amenities in online communities, actively cultivate consumer opinion leaders through various experience activities, and further consolidate the foundation of the long-term development of cultural amenities.

关 键 词：文化舒适物 文化消费 消费者网络 社会网络 城市消费空间 

分 类 号：F272[经济管理—企业管理]