Consumer behavior and spending patterns on cultural goods and services

Thanh Chau CHU *

Nguyen Tat Thanh High School 136 Xuan Thuy Road, Dich Vong Hau, Cau Giay, Ha Noi, Vietnam.
 
Research Article
International Journal of Science and Research Archive, 2024, 13(01), 2848–2857.
Article DOI: 10.30574/ijsra.2024.13.1.1983
Publication history: 
Received on 07 September 2024; revised on 17 October 2024; accepted on 19 October 2024
 
Abstract: 
This study investigates the factors influencing consumer behavior and spending patterns on cultural goods and services. Using a quantitative research approach with Partial Least Squares Structural Equation Modeling (PLS-SEM), data were gathered through a structured survey of 350 respondents from diverse demographic backgrounds. The results reveal that cultural interest, social influence, and perceived value have a significant and positive impact on consumer spending behavior, with cultural interest showing the strongest influence (β = 0.45, p < 0.01). Additionally, the study highlights the mediating role of perceived value in the relationship between social influence and spending behavior. These findings provide practical insights for marketers and cultural institutions aiming to better understand consumer motivations in the cultural sector. Future research should consider expanding the sample size and exploring other potential mediating variables.
 
Keywords: 
Consumer behavior; Cultural consumption; Spending patterns; Quantitative research; PLS-SEM; Perceived value; Social influence
 
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