The Influence Of Consumer Features,Exterior Context And Stimulation On The Impulsive Purchasing Of Animation Derivatives

Animation products have been an important part of anime industry and so do derivatives to animation products.Animation products consumption is a significant driving force for the development of anime industry.Compared to relational consumption behavior of general products,impulsive purchasing is an important feature of animation derivatives purchase.In order to explore the influence mechanism of impulse purchase of animation products,this study takes consumer impulsive purchase as the research perspective and examines the correlation and influence path among the three factors of consumers’ individual characteristics,contextual factors and marketing incentives on consumers’ impulsive purchase intention and behavior of animation derivatives.The study also explores the moderating role of consumers’ perception level played in the relationship between impulsive purchasing and individual characteristics,contextual factors,marketing stimulus dimensions.Based on the rational consumption behavior model,this study firstly summarizes the influencing factors of the impulsive purchasing behavior of animation derivatives,which were classified into three categories: consumers’ individual characteristics,purchasing contextual factors and marketing incentives.And then we proposed the theoretical model of the influencing factors of the impulsive purchasing of animation derivatives.Secondly,after reading relevant literature at home and abroad,and based on the principles and basic requirements of measurement scale development,we chose the measurement scales amended from the existing mature scales at home and abroad.The questionnaire was modified after consulting several experts.It mainly consisted of six scales,i.e.consumer individual characteristics,contextual factors,marketing incentives,impulsive purchasing intention,impulsive purchasing behavior,and consumer perception level.Thirdly,based on a pre-survey,we tested the reliability and validity of the measurement scales and eliminated some indicators and hence the formal questionnaire was formed.Finally,the empirical data was obtained through a large sample survey.And,the structural equation model and SPSS statistical analysis software were used to verify the theoretical model and research hypothesis,and the research results were discussed and analyzed.The empirical research results show as follows.First,consumer individual characteristics,contextual factors,and marketing incentives all have a significant impact on the impulse purchase behavior of animation products: Impulsive purchasing intention and purchase affection have a significant impact on impulsive purchasing behavior of animation products.Impulsive purchasing intention mediates the relationship between purchase impulses,purchasing affections,and i impulsive purchasing behavior.Time pressure,brand effect,and shopping environment have a significant impact on the impulsive purchasing behavior of animation products.Impulsive purchasing mediates the relationship among time pressure,brand effect,shopping environment and impulsive purchasing behavior of animation derivatives.Product characteristic,advertising promotion,and price incentive have a significant impact on the impulsive purchasing behavior of animation derivatives;Impulsive purchasing intention mediates the relationship between product characteristics,advertising promotions,price incentives,and impulsive purchasing behavior.Second,consumer perception level plays a moderating role in purchasing impulses,purchasing affection,time pressure,brand effects,shopping environment,product characteristics,price incentives,and impulse purchase behavior.The level of perception does not moderate the relationship between promotion advertising and impulse purchase behavior.Third,the interaction between perception level and purchase affection,perception level and shopping environment,perception level and price incentive affect impulsive purchasing behavior through the mediating role of impulsive purchase intention,that is,perception level plays a mediated-moderating role in the relationship between purchase affection,shopping environment,price incentive,and impulsive purchasing behavior.At the end of the study,conclusions of the empirical research were discussed accordingly,and suggestions were also proposed on the development,design,production and marketing of animation derivative products to provide theoretical support and reference for the government to correctly guide the development of the animation derivative industry.