Research On The Influence Of Customer Perceived Value Of Animation IP Derivatives On Consumer Behavior Intention

The government of our nation has recently been ardently backing the animation culture industry,which has become a vital tool to meet the spiritual and cultural requirements of the populace,advance modern culture,and enhance the daily life of the people,among other things.The Report on the Development of the Animation Derivatives Industry in China(2019)reveals that the income of animation IP derivatives enterprises constitutes more than 70% of the entire animation industry,thereby bolstering the production of animation content,stimulating the vigorous growth of original animation in China,and augmenting the international standing of China’s national culture formation.animation IP derivatives,how the consumer behavior intention is formed? Will it be affected by what factors? This is worth thinking about and exploring.This research object is the IP derivatives,with customer psychological ownership as the intermediary variable and consumer trust as the moderator variable,as determined by a literature review.Based on the hypotheses and theoretical models,the paper designs the items of variables,makes questionnaires and collects survey data.This paper delves into the influence of customer-perceived value on consumer behavior intention of IP derivatives through statistical analysis.To accomplish this,SPSS 26.0and AMOS 26.0 were utilized to carry out descriptive statistical analysis,reliability analysis,validity analysis,correlation analysis,and regression analysis on the sample.Through empirical research,we find that customer perceived value has a significant positive impact on the consumption behavior intention of animation IP derivatives.Moreover,the sub-dimensions of customers’ perceived value(perceived functional value,perceived emotional value and perceived social value)also have a significant positive impact on the sub-dimensions of consumption behavior intention of animation IP derivatives(intention to repurchase animation IP derivatives,intention to spread animation IP derivatives and intention to purchase animation IP derivatives at a premium).Secondly,accounting for 30%,psychological ownership of customers mediates the relationship between the perceived value and consumption behavior intention of animation IP derivatives,while the direct role is responsible for 70% of this.Additionally,consumer trust moderates the perceived value and consumption behavior intention of animation IP derivatives.In addition,Consumer Trust also plays a moderating role in the intermediary model,thereby influencing consumer decision-making.This paper’s ending may offer beneficial ideas and proposals for the related businesses to devise marketing tactics and acquire competitive benefits.