Empirical Research On Book Consumption Intention Of “Small Town Youth” And Its Influencing Factors

The concept of "small town youth" has expanded from the initial concept of a specific movie-watching group to a specific social group.Many scholars have conducted studies on this group from different angles,and the image of this group has been gradually enriched and various characteristics have been gradually discovered.With the development of mobile Internet,the distance between consumption channels and consumers gradually gets closer,and all walks of life begin to pay attention to the needs of the sinking market.As the main consumption force of the young generation,the consumption power of "small town youth" is naturally difficult to be ignored.Based on the theory of planned behavior,this paper tries to find out the factors influencing the willingness of "small town youth" to consume books through questionnaire survey,and then conducts further interview survey to summarize the characteristics of "small town youth" to consume books through the grounded theory research method.Using SPSS and Amos software to analyze the data,it is found that the behavioral attitudes,subjective norms and perceived behavioral control of "small town youth" in book consumption have a positive and significant effect on the willingness to consume books,and the three variables show a positive correlation interaction.Among them,subjective norm and perceived behavior control have great influence on the willingness to consume books.In terms of the characteristics of book consumption intention,it is found that the book consumption intention of "small town youth" is closely related to their reading behavior after collecting,sorting and analyzing the interview text content.And they want to have an ideal book consumption experience that meets their needs;"Significant others" also had an important effect on their willingness to consume books;Their specific willingness to consume books reflects their control of behavioral costs;Individuals hope to get some positive influence and feedback through consumption behavior.Finally,this paper puts forward strategies to promote the book consumption of "small town youth" from the government and consumption channels.The government can provide better public reading services and information exchange platforms for "young people in small towns" and introduce relevant policies to support local physical bookstores.At the level of consumption channels,it is necessary to attach importance to active marketing,expand publicity with the help of the social circle of "small town youth",make full use of channel advantages to improve consumption experience and enrich the forms of offline marketing activities.