The Influencing Factors Of China's Second Dimension On The Willingness To Consume Animation IP Movies

In recent years,animation has become a cultural trend pursued by young people.Since 2014,IP has gradually emerged from cultural industries such as film and television,and become a new marketing method widely used by enterprises and individuals.Japanese anime IP film Your Name released on the Chinese mainland in December 2,2016.It eventually took in 575 million yuan at the box office,making it the No.1 Asian animated film in recent years.It continued to attract fans in 2019,with the topic "Your Name." The phrase "I wanted to tell you that no matter where you are in the world,I will definitely see you again" once it was published on weibo,attracting more than half a million readers.It struck an emotional chord with fans three years later.Animation IP plays a vital role in the extension of the value of the whole IP industry chain due to its inherent strong fan base."Nezha",an animated film released in the summer of 2019,surpassed "Your Name" with 5.013 billion yuan,once again set off the animation IP adaptation of the film's new climax.From the concept of IP itself,IP is closely related to "intellectual property" in law.But in practice,IP is a new term generated in China's Internet environment.It can become an IP,such as a story,a character,an art work or a popular culture.Therefore,in the process of practical application of film and television adaptation,IP can also be a distinct character image,a classic plot or even just a widely circulated words.In addition to the content,the film and television industry also gives "IP" another layer of new meaning.It has a group of loyal "fans" of cultural products,such IP behind the "fans" contribute to the box office index is not only enough to ensure the recovery of film production costs,but also can bring great profits for the film creators.However,the fact of big data itself may also become a "trap",allowing film and television creators to ignore the characteristics of IP and blindly pursue commercialization,leading to IP "distortion".Therefore,in the process of value chain extension and upgrade of animation IP,it not only involves the cross-media transformation and communication of works,but also contains the decisive factor of fan role transformation and emotion transfer.As a group of "ACG" attracted by animation itself,the significance of its consumption behavior is going beyond animation and the products derived from animation,and more reflects social culture and group values,and its internal mechanism is worth exploring.Therefore,the key to avoid stepping into the "data trap" behind IP is to explore the elements of IP that Chinese ACG groups are particularly fond of.Then,what kind of animation IP do the Chinese fans group like? Will the film adaptation of popular animation IP be accepted by the original quadratic group? What is the value of the appeal of fans in the film and television process of animation IP? Therefore,this research attempts to from the perspective of the audience to anime IP audience the first line of ACG consumer behavior,including consumer anime IP content,and in the process of emotion and opinion expression and interaction and a series of dynamic behavior as the research object,analysis the ACG beloved is what anime IP has what kind of culture or cultural value.Media technology progress and change the behavior of mass media,make ACG transferred to network media,the main position,therefore in the study of consumer behavior observation for secondary yuan adopt the method of network volunteers collect ACG group online postings as a source of data collection,the research method of grounded theory do qualitative study of level 3,outline the IP ACG for anime film building model of the meaning of consumer behavior.Studies have shown that ACG for anime movies' willingness to spend is a result of the combined action of multiple factors,in general,the ACG under the dual influence of subjective factors and the significant factors that will have willingness to spend on IP anime film adaptation even repeated consumption behavior,subjective aspect is mainly ACG for anime IP has special emotional value,value and the relationship between the ACG group,etc.;The objective aspect includes the value factor of IP itself,production factors such as film configuration and other external factors such as author's reputation.Among them,affective value and IP value are the two core elements in the whole rooted theory model construction.The constitutive elements of IP value answer the first question of this study,that is,which cartoon IP is favored by quadratic elements and the characteristics of cartoon IP favored by quadratic elements are summarized.Sentimental value answers the question of why the quadratic likes anime IP.Other value factors in the success of the application of animation IP in films are also very important,which determines the value and theoretical basis for the film producers to make correct business decisions.Finally,this paper discusses the value of the research construction theory and the management significance in IP development,in order to provide reference for the development of Chinese animation movie,and further discusses the development direction of future research.