The Differences in Cultural Consumption between Rural Mobile and Non Mobile Families

The cultural consumption of rural residents in China is an important content that cannot be ignored in the process of common prosperity, but the academic research on rural residents’ cultural consumption still lacks sufficient empirical demonstration. Based on the mobility of rural families, the article divided them into rural mobile families and non mobile families. CFPS micro data was used to examine the differences of cultural consumption of different types of rural families. The empirical results showed that, explanatory variables such as gender and physical health status, which reflect the characteristics of family members, had a more significant impact on the cultural consumption expenditure of rural mobile families, while the explanatory variables reflecting household income and property status, such as the value of financial assets, total value of real estate, and net household income, had a more significant impact on the cultural consumption expenditure of rural non mobile families. And the consumption structure of rural non mobile families was easier to optimize, the impact of education level and household population size on cultural consumption was particularly important. Therefore, it is necessary to increase investment in education, optimize birth policies, promote the quality and efficiency of rural cultural consumption through efforts from both supply and demand, and accelerate the process of new urbanization to enhance cultural consumption and optimize consumption structure.