Research On Arts Consumption Behavioral Intention Formation Mechanism

With the development of the era,the proportion of arts consumption has gradually increased in consumers' daily consumption,and new consumer demands and ideas are emerging.However,the theory of the analysis of arts consumption behavior is not yet mature,and the theory of the intention to analyze the arts consumption behavior is almost blank.The analysis of arts consumption behavioral intention is one of the key links in the analysis of arts consumption behavior.The factors that influence of arts consumption behavioral intention formation and their relationship explain the mechanism of the occurrence of arts consumption behavioral intention.The related research results will be a good foundation for further research on arts consumption behavior theory.It is of great theoretical and practical significance to study the theory of the arts consumption behavioral intention formation mechanism.Be built on art science,psychology,marketing,management,economics,and other disciplines theory,using the method of statistics and synergetics,this thesis defined the connotation of art consumption behavior formation mechanism;building analysis model of arts consumption behavioral intention formation mechanism theory;the theoretical hypothesis of the formation mechanism model of arts consumption behavioral intention is established and verified by empirical research.The main contents of this thesis are embodied in the following four aspects:The first part includes the first chapter.This part put forward the purpose,significance,content and method of this study,and reviewed the current research on the arts consumption behavioral intention.The second part of this thesis included the second chapter.The content of this part was the basic theory of the study of this thesis.On the basis of related concepts of the consumption intention and consumption behavior,defining the connotation and characteristics of arts consumption behavioral intention and its formation mechanism.Based on the theory of psychology,marketing and economics,this thesis studying and summarizing the theories of arts consumption behavioral intention formation mechanism;the research principle of arts consumption behavioral intention formation mechanism was also put forward.The third part is the core content of this thesis which consists of the third chapter and the fourth chapter.The main research work of this part was that the theoretical model of arts consumption behavioral intention formation mechanism had been established.Firstly,studied and summarized the theories of the arts consumption behavioral intention formation mechanism from the theoretical perspective of psychology,management and economics,and made a systematic comparative analysis on the mapping relationship between its theoretical models;Secondly,the conceptual model of arts consumption behavioral intention formation mechanism was established;At last,the influencing factors of arts consumption intention formation were screened scientifically and the theoretical model of arts consumption behavioral intention formation mechanism was established,and the factors involved in the theoretical model were defined and explained respectively,and the research hypothesizes were put forward.The fourth part consists the fifth chapter and the sixth chapter.The main research work of this part was the empirical test and optimization of the theoretical model of the formation mechanism of the arts consumption behavioral intention.Firstly,the factors involved in the theoretical model were defined and explained,and the factors in the theoretical model were measured and the survey scale was developed and optimized through pre-test.Then,empirical research was carried out and the data were processed using descriptive statistics,reliability and validity analysis regression method.Finally,the theoretical model was modified according to the data result and the modified theoretical model was revised by the structural equation model.The innovation points of this thesis are mainly reflected the two aspects.Firstly,the definition of arts consumption behavioral intention formation mechanism is defined,and its characteristics are analyzed.Secondly,the formation mechanism model of arts consumption behavioral intention was constructed.There are limitations in this thesis that need to be research in the future.In view of the characteristics of all kinds of arts categories,it is necessary to carry out the research on the applicability of the research results of this thesis in all kinds of arts categories.