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http://dx.doi.org/10.9728/dcs.2017.18.3.543

Purchase Intention depending on Appraisal of Outward Visual Elements in Superhero Action Figures  

Kim, Jun-Su (Department of Media and Visual Communications, Hannam University)
Publication Information
Journal of Digital Contents Society / v.18, no.3, 2017 , pp. 543-550 More about this Journal
Abstract
Superhero films have formed a new genre convention encompassing all the generations. Figures derived from image contents are solid figures produced by means of professional figuration skills. Possession of figures has a symbolic meaning as a medium connecting the imaginary world and real one. From this perspective, figures hold an important position as a character product derived due to market expansion of the content industry. In this context, the study, which analyzed how appraisal of outward visual elements in superhero action figures might affect consumer's purchase intention, aimed to identify their purchase patterns. For this, the study established colors, types of physical body, facial figures and motions as independent variables for appraisal of outward visual elements, and purchase intention as a dependent variable and then conducted a multiple regression analysis. As a result of the analysis, the study found that colors, types of physical body and facial figures had a positive influence on purchase intention, while motions had no significant influence.
Keywords
Superhero figure; Visual elements; Character design; Purchase intention;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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