动画内容衍生品消费行为影响因素研究

The Influencing Factors of Animation Derivatives Consumption Behavior

本研究采用基于手机RDD的随机电话调查,结合二分logistics回归模型,以"启动效应"为视角,探究了用户对于动画衍生品消费行为的影响因素。研究发现,当前我国动画内容衍生品主要消费人群为较年轻的高收入高学历群体。此外,媒介接触时长对动画内容衍生品消费行为产生了重要影响。本研究检验了心理学领域的"启动效应"在媒介传播领域的应用可适性,同时为动画内容衍生品盈利模式提供了实践指导意义。

This study employs priming theory,exploring the influencing factors of consumption of the animation derivatives.The study finds that the main consumer groups in China are the young people with high level of education and income.In addition,the length of media exposure of animation derivatives has positive effect on the consumption behavior.This study expands the horizon of the＂priming effect＂to the field of consumption of animation derivatives.The practical implications of this study are finally discussed.