Impact of Chinese Elements in Domestic Animations on Consumer Purchasing Behavior
In recent years,the domestic animation industry in China has continued to grow,with the challenge of appropriately incorporating Chinese elements becoming a pressing issue.Based on a literature review,the mediating role of perceived value was examined,and cultural identity was introduced as a moderating variable to investigate its impact on consumer behavior.The research findings reveal two key points the appropriate integration of Chinese elements in domestic animations significantly enhances consumers'perceived value,which in turn facilitates consumer behavior.During the process in which the integration of Chinese elements affects consumers'perceived value,cultural identity plays a notable positive moderating role.
Chinese elementstangible symbolsintangible spiritsperceived valuecultural identityconsumer behaviordomestic animations
万方数据
维普
