Analysis Of The Influencing Factors Of Children's Picture Book Consumption Behavior Intention From The Perspective Of TPB

In recent years,the retail sales of children's picture books have been on the rise and have become a popular category in the children's book market,which indicates that the role of children's picture books in children's knowledge acquisition,aesthetic cultivation and emotional intelligence development has been favored by the new generation of parents.Compared with adult picture books,the buyers and readers of children's picture books have the particularity of dual subjects.The buyers of children's picture books are parents,and the readers are children.The two are in a state of separation.As a bridge between children's picture books and children's readers,parent consumers play a important role in children's picture book market.Therefore,in order to promote children's picture book reading,expand children's picture book market,and improve the retail sales of children's picture book market,it is necessary to go deep into the consumers of children's picture books and understand the factors affecting their consumption behavior intention,so as to further optimize the marketing strategy of children's picture book.This paper attempts to introduce the theory of planned behavior(TPB)in the field of social psychology,taking the domestic children's picture book consumers as the research object,based on the TPB model,combined with the literature and interview feedback,finally extracted five influencing factors: behavior attitude,subjective norms,perceptual behavior control,consumption experience,product quality,and constructed the influencing factor model of children's picture book consumer behavior intention.This paper also puts forward the hypothesis that the five influencing factors have positive correlation with children's picture book consumer behavior intention.After the correlation test,the research model and hypothesis are confirmed.In this paper,328 valid samples were collected and analyzed by spss22.0 software.The results show that: behavior attitude,perceptual behavior control,product quality,consumption experience,subjective norms can have a positive impact on children's picture book consumer behavior intention,among which the behavior attitude has the greatest influence on children's picture book consumer behavior intention,and the subjective norm has the least influence on children's picture book consumer behavior intention,but its influence can not be ignored.In addition,the consumer behavior intention of children's picture books in China is more obvious in general.Finally,according to the importance of each influencing factor,this paper puts forward specifically the suggestions on publishing marketing strategy optimization.First of all,at the level of behavior attitude,publishers should change consumers' cognitive attitude and emotional attitude towards children's picture books.Second,at the level of perceptual behavior control,they should realize the differentiation of children's picture book pricing and diversification of sales channels.Third,at the level of product quality and consumption experience,they should provide high-quality children's picture book products and derivatives,as well as good purchase experience and reading experience.Fourth,at the level of subjective norms,they should pay attention to the role of children's picture book community communication,opinion leaders and brands.