A lovely cartoon character after being authorized can be used in a variety of products. Character economy influences young consumer’ preferences, choices, and purchase intention. The purpose of this research was to investigate the impact of lovely cartoon characters on purchase intentions and brand preference among young female consumers of Taiwan. Structured questionnaire was used to collect data through survey research method and data was collected from 35 young female consumers. ANOVA was used as statistical techniques to test the research. Result showed that lovely characters have significant impact on young female consumers’ purchase intentions and brand preference.
CITATION STYLE
Chen, C. Y. (2017). Young female consumers’ perceptions and purchase intentions towards character economy. In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) (Vol. 10279 LNCS, pp. 382–392). Springer Verlag. https://doi.org/10.1007/978-3-319-58700-4_31
Mendeley helps you to discover research relevant for your work.