中国元素在国产动漫中的运用对消费者消费行为的影响  

Impact of Chinese Elements in Domestic Animations on Consumer Purchasing Behavior

作　　者：郭莉[1] 黄瑞琳 卫高钰 李依伦 GUO LI;HUANG Ruilin;WEI Gaoyu;LI Yilun(School of Business Administration,Northeastern University,Shenyang 110169,China)

机构地区：[1]东北大学工商管理学院,沈阳110169

出　　处：《科技和产业》2024年第21期143-151,共9页Science Technology and Industry

摘　　要：近年来,国产动漫产业持续发展,如何合理融入中国元素成为亟待解决的问题。在对相关文献进行梳理的基础上,聚焦感知价值的中介作用,并引入文化认同作为调节变量,探讨国产动漫中中国元素融入方式对消费者行为的影响。结果表明:中国元素在国产动漫中的恰当融入能够有效提升消费者的感知价值,并进一步促进消费行为的发生;在中国元素融入方式对消费者感知价值的影响过程中,文化认同起到了显著的正向调节作用。In recent years,the domestic animation industry in China has continued to grow,with the challenge of appropriately incorporating Chinese elements becoming a pressing issue.Based on a literature review,the mediating role of perceived value was examined,and cultural identity was introduced as a moderating variable to investigate its impact on consumer behavior.The research findings reveal two key points the appropriate integration of Chinese elements in domestic animations significantly enhances consumers’perceived value,which in turn facilitates consumer behavior.During the process in which the integration of Chinese elements affects consumers’perceived value,cultural identity plays a notable positive moderating role.

关 键 词：中国元素 有形符号 无形精神 感知价值 文化认同 消费行为 国产动漫 

分 类 号：F713.3[经济管理—产业经济] G124[文化科学]