Explaining the Relationship Between Cultural Consumption and Lifestyle of Zanjan Citizens: A Sociological Approach in Cyberspace

Articles in Press

Document Type : Original Research

Authors

1 Social Science Education Faculty. Farhangian University. Tehran. Iran.

2 PhD student in Economic Sociology and Development, University of Tabriz

3 Researcher and university lecturer

10.22034/sls.2026.68248.1560

Abstract

This study examines cultural consumption and lifestyle in cyberspace and their relationship with individual and social factors. Using a quantitative survey, 384 citizens over 15 years old in Zanjan were sampled via proportional cluster sampling. A researcher-made questionnaire, validated by Cronbach’s alpha and factor analysis, was employed. Data analysis revealed that cultural consumption and virtual lifestyle levels among Zanjan residents are significantly below the theoretical average. Most respondents engage in virtual cultural consumption at low to medium levels, especially in cultural participation, AI-based consumption, virtual book reading, and religious participation. However, audiovisual product consumption and following virtual cultural events showed higher averages. Regarding lifestyle, only body management was strongly influenced by cyberspace, while purchasing patterns, political activism, and social interaction remained low or medium. Correlation and structural equation modeling demonstrated a strong positive relationship between cultural consumption and virtual lifestyle (β=0.87). Individual factors such as education and employment, alongside family factors like home ownership, wealth, and household income, significantly influence these patterns. The findings highlight the complex impact of cyberspace on cultural and lifestyle transformations in Zanjan.

Keywords

Main Subjects

Journal of Sociology of Lifestyle (SLS)

Articles in Press, Accepted Manuscript
Available Online from 23 May 2026

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History

  • Receive Date: 26 August 2025
  • Revise Date: 07 November 2025
  • Accept Date: 23 May 2026
  • Publish Date: 23 May 2026

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