A Study On The Current College Students' Cartoon Consumption Motivation

As a kind of social sub-culture, the cartoon culture has affected the human society deeply. As a new sort of industry, the cartoon industry can produce huge economic benefits. In China, more and more adults gradually start to enjoy the cartoon, which makes the scale of the cartoon consumer huger and the type more complex. Facing the attractive prospect of the cartoon market in China, our native cartoon industry, however, is trapped into an awkward condition that the response is not great despite of the throwing of enormous money and energy.During the reading of abundant literatures, I found that most of them made a research on the emergence, development and impact of the cartoon culture from the sociology angle. At present, there is no deep research on the cartoon consumption and cartoon consumers. Therefore, this article tries to do some research about the consumption motivation of cartoon, with the hope of knowing the real need of the cartoon consumers.Through the review of the relative theory about consumer motivation, the article believes that the consumers' mentality is an organic system. As a component of this system, the consumer motivation is a result of co-action of both consciousness and unconsciousness. According to the personality mass theory and children archetype, this article builds a motivation model that describes the consumer motivation of cartoon, from three levels: natural self, social self and spirit self.Based on the theoretical analysis, the article does the relevant research on the college students of our country. The conclusions are: (1)the factor analysis confirms the motivation model; (2)there is a remarkable positive correlativity between spirit and consumption degree, and the unconscious motivation behind the cartoon consumption behavior is confirmed.Finally, the article makes a conclusion about the defect of the study, and also makes some suggestions on the cartoon marketing.