Research On The Consumer Behavior And Psychology Of Ball-Jointed Doll Players In China

Ball-jointed doll refers to various types of movable figures(or human dolls)with spherical joints.In recent years,Ball-jointed doll have received much attention from players around the world for their artistic appearance.Based on the questionnaire and in-depth interview of those players,this thesis makes an examination of the consumer behavior and consumer psychology of the doll players in China today.Some research methods such as literature reading and analysis,questionnaire survey,qualitative research are used in it.As a kind of high-end toys,ball-jointed doll is not only a user-friendly toy,have abundant playabilities,but also involves the players’ emotional devotion.They set up an isolated and exclusive social circle via social media.They make use of the dolls as a signature which externalizes the internal connotation of subculture,forming a exclusion to outsiders.The consumer behavior of Ball-jointed doll features high-devotion,isolation and group experience,which is also influenced by some external factors such as price,brand and package.The paper analyzes the major influential metal factors,including psychology of aesthetics,the empathy,showing off,compensation and nostalgic etc.Ball-jointed doll are high-end toys as well as artwork with collective value.Their high price and brand value allow consumers to display their status.At the same time,ball-jointed dolls provide players a small “utopia” with incomparable edge—visual stimulus and perfect details.They not only satisfy people’s aesthetic pursuit,also play the role of releasing stress.The players gain positive self-evaluation and emotional comforts in the process of appreciation and possession.Designers of ball-jointed doll and its clothes should emphasize the spirit of humanism,and design with forward-looking perspective so as to express both aesthetics and emotions of Balljointed doll players and meet their demands.If so,the doll design with Chinese characteristics will appear in the center of the world doll design stage.