社会艺术培训消费者行为意向研究——基于消费者感知价值的视角分析

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丁 王

摘要

随着中国双减政策以及一系列支持艺术类素质教育发展政策的出台,使得社会艺术培训在中国文化产业的市场发展迅速,对其消费者行为意向的研究能更多的推动艺术培训产业的发展。本研究通过文献分析,建立了社会艺术培训消费者九个感知价值维度,针对社会艺术培训消费者的感知价值与行为意向构建研究模型,探索感知价值各维度与行为意向之间的关系。研究显示:感知价值中的九个维度中,审美体验价值、审美理解价值、审美期待价值、审美需求价值、审美评价价值、人员价值与行为意向具有显著正向的影响,审美感知价值、利失价值、服务价值与行为意向之间影响作用不明显。对消费者感知价值与行为意向之间关系的研究,为社会艺术培训行业的发展,提供了一定的理论指导意义。

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