The Effect of Consumption Value of Chinese Drama Goods on Chinese Consumers’ Purchase Intention : Focused on Moderating Effects of Goods Type

In order to understand the consumers of drama goods, we examined the relationship between the consumption values of Chinese drama goods, Chinese consumer attitude, and purchase intention based on the Value-Attitude-Behavior Model. For this study, data from 321 Chinese individuals with purchasing experience of drama goods were collected. SPSS 26.0 and AMOS 26.0 were used to analyze data. Results revealed the followings: First, the functional value, social value, aesthetic value, innovative value, and emotional value of drama goods were found to have positive effects on consumer attitude. Second, consumer attitude was found to have positive effects on purchase intention. Additionally, we analyzed wether there are differences in the effects of consumption values on consumer attitude according to the type of drama goods. The study revealed that the consumption values on consumer attitude vary depending on the type of goods. Based on the study results, It is hoped that results of the study could broaden the understanding of drama goods and provide insights for the development of the drama goods market.