Study on the Chinese Urban Inhabitants’ Cultural Consumption Behavior and Satisfaction in the Era of Internet

Abstract

This paper analyzed the Chinese urban inhabitants’ cultural consumption behavior, attitude, and satisfaction through questionnaire. According to the research data, acquired 6 influential factors which are company’s microblog/wechat, information sharing online, price sensitivity, herd mentality, negative word of mouth, and accessibility. In terms of 6 influential factors all the urban inhabitants can be divided into three groups: cultural consumption leader group, cultural consumption laggard group, and cultural consumption personalized group. Each group has different cultural consumption behavior and satisfaction level. At last, this paper put forward the conclusion and suggestions to improve consumers’ cultural products’ satisfaction and promote consumers purchasing behavior.