摘要
基于两部分模型,从金钱支出和时间支出两个方面,分析互联网文化消费参与决策和数量决策的人口特征差异。研究发现,男性比女性的金钱支出概率更高,金钱和时间支出数量也更多,差异主要体现在网络游戏及新闻资讯上。城市居民比农村居民的时间支出概率更高,时间支出数量更多,但在网络游戏上的差异不显著。年龄越大,金钱和时间支出概率越低,时间支出数量越少,这尤其体现在网络游戏和网络视频与音乐上。受教育程度越高,时间支出概率越高。闲暇时间越多,金钱支出数量越多。中等社会阶层是互联网文化消费主力人群。收入是时间支出概率、金钱与时间支出数量的重要决定因素。本研究有助于制定有效的营销策略从而促进互联网文化消费。
Based on the two-part model, this paper analyses the demographic differences of participation decisions and quantity decisions of expenditure in internet culture consumption from the perspective of money expenditure and time expenditure. The findings indicate that men have higher probability of money spending in internet culture consumption than women, and the amount of money and time spending was also higher. The gender differences mainly exist in the fields of online game and online news. Urban residents have higher probability of time spending in internet culture consumption than rural residents, and if they engaged in internet culture activities, they would spend more time than rural residents. The urban-rural differences in online game are not significant. The probability of spending money and time to participate in internet culture consumption decreased with age increasing, and so it is with the amount of time spending. The age differences are mainly exist in the fields of online game, online video and music. The more educated a person is, the more likely he or she spends time to participate in activities of internet culture consumption. The more leisure time a person has, the more money he or she spends on internet culture consumption. The middle social class is the main consumers of Internet culture. The probability of time spending and the amount of money spending and time spending are strongly determined by income. These results could be used in the design of marketing strategies to encourage internet cultural consumption.
作者
李志兰
LI Zhi-lan(School of Business Administration, Henan University of Economics and Law, Zhengzhou 450046, Henan, China)
出处
《消费经济》
CSSCI
北大核心
2019年第2期43-50,共8页
Consumer Economics
基金
国家自然科学基金青年项目(71602048)
关键词
互联网文化消费
人口特征
参与决策
数量决策
Internet Culture Consumption
Consumer Demographic Characteristics
Participation Decision
Quantity Decision of Expenditure
