Internet use, cultural consumption, and subjective well-being: exploring the mediating role in rural China.

PURPOSE: This study investigates the impact of internet use on the subjective well-being of Chinese rural residents, with a focus on the mediating role of cultural consumption. We explore the interactions between internet use, cultural consumption, and subjective well-being.

METHODS

A total of 3068 samples were examined using data from the 2021 Chinese General Social Survey (CGSS), and analysis was performed through a mediation effect testing model.

RESULTS

Our empirical analysis reveals that internet use has a significant positive effect on residents' subjective well-being. Additionally, our results indicate that cultural consumption plays a crucial mediating role in this relationship. The moderating effect of household income on the relationship between cultural consumption and subjective well-being is negative. The moderating effect of cultural consumption on subjective well-being is more significant for low-income groups than for high-income groups.

DISCUSSION/

CONCLUSION

To improve the well-being of Chinese rural residents, policymakers should focus on developing digital infrastructure and cultural policies tailored to rural populations. Increasing access to cultural activities online can bridge the urban-rural divide and enhance rural residents' quality of life.