This study, which involved 351 urban and rural residents, used self-designed questionnaires,
“Questionnaire on Spiritual and Cultural Life Status” and “General Happiness Scale,” to explore the
impact of cultural orientation on subjective well-being of urban and rural residents. The results showed
that: (1) The proportion of residents with local Folk Cultural Concepts was not significant among urban
and rural residents; (2) The overall happiness level of urban and rural residents was relatively high.
Except for significant differences in physical health, there were no significant differences in subjective
happiness scores among residents in terms of gender, educational level, age, marital status, income status,
employment status, and only-child status; (3) Local Folk Cultural Concepts and the concept of karma
did not have a significant impact on subjective well-being, while attitudes towards money and love had
a certain degree of influence on residents’ subjective well-being; (4) Watching TV (movies, listening to
the radio), surfing the internet, reading books (newspapers, magazines), and other activities were not
significant predictors of residents’ subjective well-being.