How creative cute characters affect purchase intention

Abstract

This study explores whether the three elements of character image (i.e., symbolic representation, self-image congruence, and emotional value) have a crucial effect on purchase intention. This study adopts a questionnaire survey method and from 225 valid questionnaires collected uses structural equation modeling to analyze the data. The research results reveal that all three elements of character image significantly influenced consumers’ attitude, which in turn affects their purchase intention. Moreover, self-image congruence and emotional value evidently affect impulse buying, whereas symbolic representation does not. The symbolic representation of the classic characters has a stronger influence on brand awareness. The digital characters have vivid expressions effects with their rapid spread over the Internet. Consumers who identify more with the image of cute characters tend to have an increased intention to purchase character merchandise. Related parties are recommended to use the three elements as their design focus and in their marketing strategies.