Consumo de produtos culturais em São Paulo: análise dos fatores antecedentes e proposta de modelo / Consumption of cultural products in Sao Paulo: analysis of background factors and proposed model

AUTOR(ES)

Áurio Lúcio Leocadio da Silva

DATA DE PUBLICAÇÃO

2008

RESUMO

The schemes of social distinction have been important to determine the pattern of consumption of cultural products. Demographic and social-economic characteristics of the consumers point to antecedents of consumption in detriment of cultural and individual factors. This research presents, as for general objective, to consider a model that represents the relations between the consumption of cultural products and the factors that precede and influence the consumption. Moreover, it was intended to identify the profiles of consumers in accordance with the antecedents of the consumption of cultural products and to analyze the consumption of each profile of consumers. The project was theoretically based on cultural consumption, concepts and classifications of cultural products, social and individual antecedents for consumption. A model is presented that integrates antecedents of cultural consumption, identifying individual and social meanings of cultural practices. The method considered was a survey, applied to 546 applicants, in 42 districts, in the seven zones of the city of São Paulo, all of them consumers of cultural products inside and outside of their domicile regions. Multivariate techniques of analysis of data had been used, by means of factorial analysis, analysis of groupings (clusters), correspondence analysis, beyond the modeling of structural equations, by means of SmartPLS Software. The antecedents that had presented relation with the consumption had been: preference, access to consumption instruments and the cultural capital. The analyzed structural model demonstrated that innovativeness and values influence the preference and the influence on reference groups does not have relation with the consumption of cultural products. Three segments of consumers had been identified: the differentiated ones-higher; the interested ones-middle and the detached ones-lower.

ASSUNTO(S)

comportamento do consumidor cultura culture análise multivariada (modelos) consumo models (multivariate analysis) consumption

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