The Influence Of Aesthetic Value Of Anime Derivatives On Youth’s Purchase Intention From The Perspective Of Reception Aesthetics

Aesthetic value is a kind of effect of aesthetic object to aesthetic subject,and its essence is the object’s satisfaction of aesthetic demand to the subject and the enhancement of aesthetic ability.Contemporary society has entered an era of "grand aesthetic economy",which surpasses the traditional economy and combines praticality and aesthetics,products and experience.Commodities are becoming symbolic,consumption is becoming experiential,and aesthetic value has become one of the core values perceived by consumers.The aesthetic value of animation derivatives refers to the utility and significance of animation darivatives for the aesthetic demand of consumer subjects,which is the satisfaction of animation derivatives for the aesthetic demand of consumer subjects and the enhancement of aesthetic ability.However,there are just a few researches on animation derivatives with aesthetic value as the core value,and most of them are theoretical studies,rarely involving scale development and empirical studies.In this context,based on the theory of reception aesthetics,this paper introduces aesthetic concepts such as horizon of expectation and calling structure into the field of cultural consumption.With the aesthetic value of animation derivatives as the independent variable,product involvement as the moderating variable,and purchase intention as the dependent variable,this paper built a relationship model.In order to deeply understand the consumption motivation and psychological demands of the youth,and optimization strategies for product design and marketing are proposed,this paper explored the relationship between aesthetic value and purchase intentions through empirical analysis.Therefore,the animation business can better meet the aesthetic experience and emotional needs of youth personalized,give full play to the aesthetic and social value of animation works and derivatives.Based on literature review,this paper constructs a model and designs a scale.Taking a well-known anime work Doraemon as a case,it conducts a questionnaire survey.Combined with the first survey results,the scale of aesthetic value of anime derivatives is modified,and the aesthetic value is divided into five dimensions:formal beauty,material beauty,content beauty,scene beauty and relational beauty.Then,formal questionnaires were issued and 432 valid questionnaires were collected.SPSS software was used to conduct quantitative analysis on the questionnaire data,such as descriptive statistical analysis,reliability and validity analysis,difference comparison and correlation analysis.Through factor analysis,aesthetic value was redivided into five new dimensions:formal and material beauty,creative beauty,scene beauty,content beauty and relational beauty.The empirical analysis shows that:1.Aesthetic value of animation derivatives significantly positively influences consumers’purchase intention.2.Product involvement can significantly positively influence consumers’purchase intention.3.Formal and material beauty,creative beauty,content beauty,relational beauty can significantly affect purchase intention.4.Product involvement negatively moderates the relationship between the relational beauty and the purchase intention.The above results show the distinct characteristics of the consumption of animation derivatives,such as aesthetic supremacy,multidimensional development,physical presence,emotional involvement and differences in gift motivation.This paper further analyzes the cultural consumption psychology of youth from the perspectives of heterotopia and kidult.It holds that the purchase behavior of animation derivatives is a kind of life attitude under the surface of consumption,which carries the childlike innocence of youth and the deep demand of self-expression and self-release,and reflects their psychology of resisting worldly sophistication and self-protection.They are forced into adulthood in a fiercely competitive society and develop rebellious rejection.Such subcultural symbols and stylistic representations reveal the "free play" and "infantilization"contrary to the mainstream cultural aesthetics,and constitute the identity identification and cultural identity of fan groups.Therefore,the consumption of anime derivatives is a subcultural landscape with aesthetic value as the core,integrating emotional needs and social needs,healing and loneliness.Finally,this paper puts forward corresponding design and marketing suggestions based on reception aesthetics,so as to expand the product calling structure,meet the expectations of consumers,enrich the aesthetic experience of consumers,fully realize the aesthetic value of animation derivatives,pay attention to the youth behind cultural consumption,pay attention to the youth’s awakening and youth themselves.