캐릭터 굿즈 특성이 소비자 태도와 구매의도에 미치는 영향

Impact of Character Goods Characteristics On Consumer Attitude and Purchase Intention

Unlike high possibility in the market of character goods, only a few studies have been carried out regarding the purchase intention of character goods, especially targeting adults. The purpose of this research is to investigate influence of character goods’ attributes on consumer attitude and purchase intention, particularly with kakao Friends. Thus, the survey was conducted with 243 respondents who bought kakao Friends before and collected date was analyzed through structural equation modeling. Research findings show that character goods’ attributes had positive influence on consumer attitude and then, consumer attitude formed with character goods’ attributes had significant influence on purchase intention. Therefore, it aim to promote importance of marketing for character goods, add familiarity and trustworthiness into existing company image, come up with differentiated strategy to attract new customers and provide empirical date to maximize business synergy. In addition, its’s required to make good use of new concept, the character goods for the marketing effectively and expand various age-specific character marketing and fan base. Also, it’s necessary to strengthen competitiveness in the goods business in the character goods market as well as enhance usefulness of goods at the same time in order to set the marketing strategy continuously.