The Study On Factors Affecting Customers’ Purchase Intention Of Web Fiction IP Incubation Film And Television Products Based On The Perspective Of Consumer Perception

Content as a starting point,and IP for the burst of the pan-entertainment industry chain is more and more important to the China’s film and television,entertainment industry.The industry’s blind competition for high-quality IP,hoarding is just emerging IP industry chain in a chaotic stage.It is particularly important to integrate resources to create a sustainable eco-environment for IP to achieve the multiplication of its content value.IP heat from the US animation industry,Anime IP hatched film like Captain America,Wolverine and so on gradually occupy the mainstream position in the movie market.And IP was gradually active in the concept of intellectual property.Domestic,with the TV series "Langya list",the movie "World of Warcraft" loved by the public,Pan Entertainment industry chain model basically get through,IP wave also gradually spread to the entire pan-entertainment industry.IP is emotionally oriented and IP is symbol of emotional resonancea with the user.Through this cross platform,the works which is successful on overall development and with a long life are known as the real IP,such as China’s most classic IP "journey to the West." Thus,this study defines IP as "content and symbols that are recognized by a particular population,and able to cross time and platforms,and having a long lasting vitality." And through the split with brand concept and overall comparison,we define IP as a brand with content attribute,which belongs to the subset of brand concept.We want to study how to make the IP incubator to allow more consumers to accept and purchase intentions on it,so we put forward the concept of the IP incubator which is defined as "a content of a single intellectual property rights into a content matrix with compound intellectual property rights",and draw a complete path map of network literature IP incubation.Drawing on the relevant influence factors model of brand extension concept in brand research,we build a model for whether consumers are willing to buy online literature,IP films and movies.Among them,we start from the consumer’s perception dimension,and select three independent variables: perceived quality,perceived fit and brand association based on the virtual nature of the research object.According to the classic model of TRAand TAM,we choose the consumer attitude as an intermediary variable.After constructing the model,we tested and adjusted the related questions of the model through pre-test and questionnaire interview,and then got a questionnaire with higher reliability and validity.AMOS 21.0 and SPSS 22.0 as technical support,Through the structural equation model test and a series of reliability,confirmatory factor validity analysis,mediation effect verification and other tests,We have come to the corresponding conclusions are as follows:FIRST.The quality of consumer-aware for IP incubation products is positively correlated with consumer attitudes and willingness to buy,and there is a partial mediating effect on the relationship between perceived quality and purchasing intention.In other words,in addition to the attitude,there are other factors can also form a mediating role on the relationship between them.SECOND.Consumer awareness of the fit between IP and IP incubation can directly affect the consumer attitudes,but can not directly act on the purchase intention.It needs to be mediated by the attitude of the consumer can affect their wishes.This shows that consumer attitudes have a unique mediating effect on the relationship between the both.THIRD.There is a positive correlation between the brand association of IP incubation products and the attitude of consumers and the willingness to buy.And consumer attitudes to brand association and purchase intention relationship exists part of the intermediary effect.In other words,in addition to the attitude,there are other factors can also form a mediating role on the relationship between them.In summary,this study not only for the first time put forward the consumer to buy IP incubation virtual products will affect the factors model,but also to expand the scope of research.Further more,to deepen the concept of brand extension in the Internet age.In addition,we help the relevant enterprises to propose how to select IP,IP incubation points and other related inspiration and recommendations.