基于MGB理论的艺术消费行为意向实证研究  

An Empirical Test on Arts Consumption Behavior Intention based on MGB Theory

作　　者：李燕敏 王泽闻 宫勇[1] 霍发仁[1] Li Yanmin;Wang Zewen;Gong Yong;Huo Faren(Pan Tianshou College of Architecture,Arts and Design,Ningbo University,Ningbo 315211,China)

机构地区：[1]宁波大学潘天寿建筑与艺术设计学院,浙江宁波315211

出　　处：《艺术与设计（理论版）》2023年第3期34-37,共4页Art and Design

基　　金：浙江省教育厅人文社科项目项目编号:Y201839313;宁波大学校科研基金项目项目编号:XYW19005。

摘　　要：文章将MGB(Model of Goal-directed Behavior)理论引入艺术消费行为研究领域,结合艺术消费行为的审美性、情感性和体验性特征,研究艺术消费行为意向的关键影响因素及因素之间的关系。以宁波地区的艺术消费者为研究对象,采用发放、回收调查问卷的方式获取有效问卷392份。研究结果表明,艺术消费者过去行为、情绪反应、主观规范和感知行为控制变量对态度和欲望变量有显著的影响关系,同时通过态度、欲望进一步影响艺术消费行为意向;且态度和欲望直接正向影响艺术消费行为意向。This paper introduced MGB theory into the field of arts consumption behavior research,and combined the aesthetic and affective characteristics of arts consumption behavior to study the key influencing factors and relationship between them.Taking art consumers in Ningbo as the research object,392 valid questionnaires were obtained in the form of recycling questionnaires.This research found that the past behavior,emotional response,subjective norm and perceived behavioral control of art consumers had a significant impact on attitude and desire,they further influenced the arts consumption behavior intention through attitude and desire.Meanwhile,attitude and desire has a direct influence on arts consumption behavior intention positively.

关 键 词：MGB理论 艺术消费行为意向 模型构建 实证检验 

分 类 号：F713.55[经济管理—市场营销]