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Based on the microdata of China Family Panel Studies (CFPS) in 2018, this paper uses the Tobit model to analyze the impact of human capital on rural household cultural consumption. The results show that the improvement of average education years, health status, and the cognitive and non-cognitive ability of families can increase the family entertainment expenditure and its proportion. The core conclusion is still valid in the robustness test of winsorize and replacement of critical variables. Therefore, we should continue to develop rural education, reform the rural medical security system, optimize the allocation of resources, expand the expenditure of rural public cultural construction, and improve the supply quality of cultural products and services.

Research on the Effect of Human Capital Investment on Rural Family Cultural Consumption—Empirical Analysis Based on CFPS2018 Data