Research Article
The Study on the Influence of Chinese Consumers on the Intent to Purchase Character Products in the Development of Korea
@INPROCEEDINGS{10.4108/eai.18-11-2022.2326877, author={Ziyang Liu and Xiaoye Lu and Yingying Shang}, title={The Study on the Influence of Chinese Consumers on the Intent to Purchase Character Products in the Development of Korea}, proceedings={Proceedings of the 4th International Conference on Economic Management and Model Engineering, ICEMME 2022, November 18-20, 2022, Nanjing, China}, publisher={EAI}, proceedings_a={ICEMME}, year={2023}, month={2}, keywords={character characteristics consumer value brand attitude consumer purchase intention chinese consumers and content industry}, doi={10.4108/eai.18-11-2022.2326877} }- Ziyang Liu
Xiaoye Lu
Yingying Shang
Year: 2023
The Study on the Influence of Chinese Consumers on the Intent to Purchase Character Products in the Development of Korea
ICEMME
EAI
DOI: 10.4108/eai.18-11-2022.2326877
Abstract
This study aims to analyze in detail the character industry, a type of cultural content industry different from traditional industries in the past, and to understand the purchase intention of Chinese consumers, focusing on products to build global brands that provide characters as products. The subject of this study is to understand the consumption value of consumers in their 20s and 30s in China who have experienced Kakao Friends and Line products, and to find out the level of consumption value. Identify the relationship between consumption value, brand attitude, and purchase intention. In the case of character characteristics, reliability, attractiveness, and dynamics, which are sub-factors, were found to have a positive effect on consumers' purchase intentions, and the mediating effect of brand attitude was also verified. Therefore, this study aims to examine the characteristics of consumers who select and purchase character products in terms of Chinese consumers, and to provide practical implications in terms of character industry and business in the future. We took a survey including 150 Chinese consumers to empirically identify the statistical significance on our hypothetical assumption above, using SPSS 21.0 AMOS program. We found three important industrial implications.