Impact of Consumption Value of Character Collaboration Food and Beverage Products on Consumer Attitudes and Purchase Intentions : The Mediating Effect of Consumer Attitude

Objective: This study examines the relationship between the consumption value of character collaboration food and beverage products, consumer attitudes, and purchase intentions. Methods: A survey of 440 consumers with character collaboration purchase experience was analyzed using regression and mediation analyses. Results: Emotional, exploratory, and situational values positively influenced consumer attitudes and purchase intentions, while functional and social values showed no significant effects. Additionally, consumer attitudes partially mediated the relationships between these values and purchase intentions. Implications: This study highlights the importance of emotional, exploratory, and situational values in influencing consumer behavior and provides practical insights for developing effective marketing strategies for character collaboration products.