Research on influencing factors and guiding strategies of college students' digital culture consumption based on SEM analysis

Badanie czynników i strategii konsumpcji kultury cyfrowej przez studentów na podstawie analizy SEM

It is of great significance for college students, being an important consumer group of digital cultural products and services, to study their consumption willingness and influencing factors. Based on six variables, namely: product attribute cognition, technology information cognition, product information acquisition, subjective norm, perceived behaviour control and consumption willingness, this paper constructs a structural equation model, explores the influencing factors, analyses the action path, and expands the research perspective of digital cultural consumption. It is found that the internal perception and external conditions of college students directly affect the emergence of consumption intention of digital culture; the attribute of cultural products will not directly contribute to the emergence of digital cultural consumption intention; information exchange can be used as an intermediary to promote emergence of digital cultural consumption intention; digital technology needs to play a promoting role with the help of normative forces. Based on that, this paper puts forward policy suggestions from strengthening environment creation, focusing on content upgrading, paying attention to platform functions, attaching importance to cultural norms, etc., in order to promote the quality and efficiency of digital cultural consumption.

Ważną grupą konsumentów cyfrowych produktów i usług kulturalnych są studenci college'ów, dlatego niezwykle istotne jest badanie ich gotowości do konsumpcji kultury i czynników na nią wpływających. Na podstawie sześciu zmiennych, a mianowicie: poznawania atrybutów produktu, poznawania informacji technologicznych, nabywania informacji o produkcie, subiektywnej normy, postrzeganej kontroli zachowania i gotowości do konsumpcji, autorzy niniejszego artykułu konstruują model równań strukturalnych, badają wyróżnione czynniki, analizują ścieżkę działania i rozszerzają perspektywę badawczą cyfrowej konsumpcji kultury. W artykule stwierdzono, że wewnętrzna percepcja i warunki zewnętrzne bezpośrednio wpływają na pojawienie się u studentów college'ów intencji konsumpcji kultury cyfrowej; atrybuty produktów kulturalnych nie będą bezpośrednio przyczyniały się do pojawienia się zamiaru cyfrowej konsumpcji kultury; wymiana informacji może być wykorzystywana jako pośrednik w promowaniu pojawienia się intencji cyfrowej konsumpcji kultury; technologia cyfrowa musi odgrywać rolę promocyjną przy użyciu sił normatywnych. Na tej podstawie przedstawiono sugestie dotyczące polityki wzmacniania środowiska, skupiania się na ulepszaniu treści, zwracania uwagi na funkcje platformy, przywiązywania wagi do norm kulturowych itp., w celu promowania jakości i efektywności cyfrowej konsumpcji kultury.

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