EFFECTS OF GLOVE PUPPETRY FANS’ PREFERENCES FOR PRODUCT CHARACTERISTICS ON THEIR PURCHASE INTENTION
Journal Title: European Journal of Business and Social Sciences - Year 2016, Vol 5, Issue 2
Abstract
The study explores the effects of glove puppetry fans’ preferences for product characteristics on their purchase intention. Focusing on the product characteristics of glove puppetry, such as “narrative plot,†“audio and visual effects,†“characterization,†“dialog dubbing†and “peripheral products,†the study investigates their effects on the purchase intention of glove puppetry fans. STATISTICA 10 is used to make analysis. Through multiple regression analysis, polynomial regression analysis and response surface analysis, integrated research is made. Analysis results show that the narrative plot of glove puppetry has partly positive significant effects on the purchase intention of fans; the audio and visual effects of glove puppetry has positive significant effects on the purchase intention of fans; the characterization of glove puppetry has positive significant effects, on the purchase intention of fans; the dialog dubbing of glove puppetry has partly positive significant effects on the purchase intention of fans; and the peripheral products of glove puppetry have partly positive significant effects on the purchase intention of fans. The study suggests that glove puppetry manufacturers should increase channels to broadcast their products on the media to develop new markets, mold perfect characters of glove puppetry to attract glove puppetry fans’ attention, manufacture diversified products through packaging of role images to be idolized products, and increase new consumption channels. Furthermore, they should increase the profits of peripheral products to help enhance the overall profit-making of their companies. In addition, as the behaviors of glove puppetry fan groups change with the social environment, different production behaviors are derived accordingly. And fan groups of different areas have different degrees of effects on their respective areas and also on their fan groups’ consumption power. The study suggests that subsequent researchers can make more in-depth exploration of the behaviors of glove puppetry fans.
Authors and Affiliations
Yi Hsu| Associate Professor, Department of Business and Administration, National Formosa University, Huwei, Yunlin, Taiwan Email: evehsu@ms22.hinet.net Tel: +886 958872228, Jhen Hao Lu| Graduate Student, Department of Business and Administration, National Formosa University, Huwei, Yunlin, Taiwan
Keywords
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- EP ID EP10766
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