Through In-depth interview and focus group and apply Grounded Theory, this paper study the influencing factors on families` decision-making behavior of developmental culture consumption. It was found that there is significant influence of six main categories (Goal of happy, perceived product-goal fit, cost of implementing behavior, relationship-orientation of families, supply of cultural product and atmosphere of social culture) on families` developmental culture consumption. Happy-goal(Hedonic and Eudemonia) is antecedent factor, perceived product-goal fit is mediator, cost of implementing behavior and families` relationship-orientation are internal context variable, supply of cultural product and social cultural atmosphere are external context variable, but their influencing approach and route on families` developmental cultural consumption are inconsistency. On the base of prior research, this paper explored content factors of six main categories and mechanism model of their impact on families` developmental cultural consumption. This research can provide theoretical reference about cultural developing policy and marketing strategy from the side of supply for government and enterprise.
姚琦， 符国群. 中国城镇家庭发展类文化消费决策行为的影响因素模型—基于扎根理论的探索性研究
[J]. 珞珈管理评论, 2017, 14(2): 92-.
Yao Qi，Fu Guoqun. The Influencing Factor Model of Chinese Urban Families` Decision Making Behavior of Developmental
Culture Consumption—An Exploratory Study based on Grounded Theory
. JOURNAL OF MANAGEMENT RESEARCH, 2017, 14(2): 92-.