The Influence Of Consumers’ Self-Concept On The Purchase Intention Of Movie Products:An Emotional Marketing Background

In the era of emotional consumption,emotional marketing has become an important way for movie makers to gain market attention and increase consumers’ willingness to watch movie.The key to emotional marketing is consumer emotional positioning.Although many studies in the field of marketing management focused on how consumer characteristics affect the willingness to purchase products,few have studied consumer characteristics that influence the willingness to buy movie products.Based on the above practical background,this paper intends to carry out the following research content from the background of emotional marketing based on the expectation-value theory.Firstly,the consumer self-concepts(ideal self-concepts,social self-concepts,and real self-concepts)are used to analysis the purchase willingness of movie products.Secondly,examine the mediating effect of "emotional value needs" and the moderating effect of"consumer perceived risk" in the consumer’s self-concept affects the willingness to buy movie products with emotional marketing.Then,construct a mechanism framework and put forward related hypotheses.Finally,conduct a questionnaire survey to collect data and verify the framework and hypotheses.Through analysis of a questionnaire of 453 consumers who have known emotional marketing movie,this paper obtains the following results:(1)the ideal self-concept and social self-concept of consumers will increase the willingness to buy movie products with emotional marketing;(2)the need for emotional value mediates the positive influence of ideal self-concept and social self-concept on the willingness to buy movie products with emotional marketing;(3)the higher the consumer’s perceived risk,the weaker the direct and indirect effects of ideal self-concept to enhance the willingness to buy movie products with emotional marketing.The research reveals the cognitive mechanism for consumers to purchase movie products with emotional marketing,and provides theoretical basis and practical suggestions for managers to formulate effective emotional marketing strategies by accurately positioning consumer characters.