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중국 소비자의 영화 캐릭터제품 정품 구매의도에 관한 연구 -중국 및 해외 캐릭터제품 비교를 중심으로-
李 佳 忆,박상수,왕서혜,金 珉 娜 중국지역학회 2019 중국지역연구 Vol.6 No.1
In this study, the purpose of it is to understand the properties of the peripheral commodities of Chinese movies and foreign movies, as well as the properties of movies, and the consumers’ sensitivity to the peripheral commodities of movies, Chinese consumers’ propensity to consume and their intention to purchase authentic products around movies, so as to compare the peripheral commodities of foreign movies with that of Chinese movies. In addition, it also analyzes the properties of the merchandise around the movie, the movie attributes and the good feeling for character products in the movie, as well as causality between consumers’ propensity to consume and the willingness to purchase authentic movie products in this paper. As a result, it can provide the basic information of the development plan of the movie peripheral commodities for the Chinese movie industry, so as to make it more mature in the market of the movie peripheral products in China. The following is the main result. First of all, the visual originality of the commodity itself, the perception of pleasure in watching the movie and the glamour of the movie have a significant influence on the good feeling of the peripheral goods, whether it is peripheral commodity of domestic movie or the foreign movie. In modern society, Chinese consumers pay more attention to the satisfaction and happiness brought by the products around the movie. At present, many domestic publishers regard movie character products as promotional products, gifts and movie promotion tools, in which they have some misunderstandings about movie character products. Most of the movie character products developed in China lack originality or are printed with film elements, which thus have no value for collection. Therefore, Chinese manufacturers need to pay more attention to the originality of their products and the psychological needs of consumers when developing the products around the movie. Secondly, only the perceived risk of foreign movie peripheral goods has a moderating effect in the adjustment effect. It can be seen that Chinese consumers will have a tendency of conspicuous consumption when they buy foreign goods. Moreover, Chinese consumers don’t have a strong awareness for authentic or pirated goods at present. As a result, China’s domestic movie peripheral commodity manufacturers should strengthen the publicity of genuine products and purchasing channels. What’s more, the government should also strengthen copyright protection, which should establish relevant intellectual property rights systems, severely punish pirates, and enhance consumers’ awareness of copyright protection from legislation to law enforcement.
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