Analysis of Young Girls’Eagerness to Spend for Disney Virtual Characters Based on Marketing Mix Theory  

作　　者：HUANG Xiaoyu 

机构地区：[1]University of Exeter,Exeter,UK

出　　处：《Psychology Research》2023年第4期188-194,共7页心理学研究：英文版

摘　　要：A virtual character is a design of a fictitious creature with distinctive characteristics created by people,and Disney virtual characters are those Intellectual Property(IP)images that appeared in Disneyland and Disney movies.This investigation aimed to explore why many younger females are keen to spend money on Disney virtual characters.This paper adopted the Marketing Mix Theory strategy(product,price,placement,and promotion(4P)),and the SWOT analysis method has been utilized.This paper investigated the relationship between the 4Ps and consumers’purchasing intentions,and it turned out that unique design and effective promotion in this Disney case would promote consumers’purchase intention,while the higher price and less accessible placements affected their purchase intentions.Thus,the high price and limited places somewhat inhibit customers’desire to buy;due to the attractiveness of the product itself and the promotion on the internet,the target consumers are still willing to consume.

关 键 词：Marketing Mix Theory 4P SWOT(strengths WEAKNESS opportunities threats)analysis DISNEY virtual characters 

分 类 号：F42[经济管理—产业经济]