The study of animated characters' marketing & consumer behavior: A case study of IRON MAN from the movie of Avengers in Shanghai
| Autor: | Yao-Ting Wang, 王耀霆 |
|---|---|
| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 This study suggests thatthe image ofthe Avengersshapesthe current technology as well as social development and progress. The image is not just a single situation to satisfy people’s life or sprit, but also derives the heroism that USA can maintain the peace of the world. Those super heroes were characterized to reflect the turbulent and intranquil era of USA. A series of turbulence, lasted over half of a century, includes the Great Depression, World War II, the rise of McCarthyism, African-American Civil Rights Movement, the student movement, the Cold War, Vietnam War, and the space race. That is to say, the above backgrounds are the reasons to necessarily create so many heroic characters at that time. This study mainly focuses on how the marketing module of the Avengers and one of its members, Iron Man, influences consumer behavior. It is concluded 14 points as follows: (1)The preference of animation characters and the purchasing desire on the related merchandise for students are much higher than those for white collar. (2)The student is very fond of imitating the voice or action of animation characters. It other words, it would effect on students dramatically with the marketing module of the voice and action from animation characters. (3)The purchasing power of students is significantly less than white collar. (4)The brand building of animation characters for white collar is still insufficiency and that should be valuable to create. Besides, students prefer the playing and functional merchandise, and white collar pays more attention on customer services. (5)Compared to white collar, students are easier to be affected in their behavior by the action or personality of animation characters. (6)Students purchase merchandise is for interest and white collar is for gift-giving. Briefly, the small or cheap goods are to mainly focus on the fun, but large or expensive items are to target on the gift market. (7)The familiarity and cognition of students and white collar for Iron Man is fairly consistent with Captain America. (8)The majority of interviewees have good impression on the characters of the Avengers because of movies, comics and advertisements. (9)The percentage of purchasing the related merchandise of the Avengers for students is higher than it for white collar. (10)The appearance or limited display or marketing module is the essential factor to stimulate the purchasing impulse of students. To pursuit fashion and to establish brand reputation are also very important causes for their purchasing motivation. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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