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Consumers Willingness to Pay More for Character Licensed Merchandise

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dc.contributor.advisorBrady, John Thomas-
dc.contributor.author팡홍-
dc.date.accessioned2019-05-07T04:05:54Z-
dc.date.available2019-05-07T04:05:54Z-
dc.date.issued2019-02-
dc.identifier.other000000156116-
dc.identifier.urihttps://hdl.handle.net/10371/151315-
dc.description학위논문 (석사)-- 서울대학교 대학원 : 생활과학대학 소비자학과, 2019. 2. Brady, John Thomas.-
dc.description.abstractThe purpose of this study was to investigate the potential mediating effect of perceived consumer value in the relationship between the consumer intimacy with a character (character familiarity, character self-congruity, and character identification) and willingness to pay more for a character-licensed merchandise. Direct effect, partially mediated, and fully mediated models were compared. Online convenience survey was conducted and totally 582 participants in China did the investigation. In the survey, two T-shirts, one with an officially licensed character (such as Spider-man), the other with the same color and style but without character, were designed to measure consumers willingness to pay for a character in the context of T-shirt. To generalize the results, more than one character (Spider-man, Abe no Seimei, and Pikachu) was chosen based on the familiarity score in the first pretest. In the main study, contingent valuation method (CVM) with open- end questions was used to measure consumers WTPM for a character-licensed T-shirt. At the beginning of the survey, Participants were asked to offer their highest price for buying an ordinary T-shirt (no character) , and then after giving their scores on character familiarity, they were asked to offer their highest price again for buying a character T-shirt. In the remaining part, participants were required to answer self-congruity, identification and consumer value related questions.

According to the results of the study, price premium for a character indeed exists. And most of the participants (86.3%) were willing to pay for a character-licensed T-shirt less than twice price of that without a character. Moreover, the results of model testing showed, fully mediated model (model C) was more parsimonious, and were chosen as most representative of this data set. The direct-effect model (model A) did not fit the data and was eliminated from further consideration. Partially mediated model (model B) had adequate fit, while the total effect of the model did not reach the significance. Also, because the direct paths of familiarity, self-congruity, identification as well as consumer value to WTPM were not significant, and only indirect paths were significant, the models (B and C) became equivalent. As a result, the fully mediated model was used to represent this data set.
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dc.description.tableofcontentsCHAPTER 1. INTRODUCTION 1
1.1 Background of the Study 1
1.1.1 A Double Life and 2-D Related Products 1
1.1.2 Global Licensing Market 2
1.1.3 Character Licensing Market 3
1.2 Statement of the Problem 4
1.3 Significance of the Study 5
CHAPTER 2. LITERATURE REVIEW 6
2.1 The Concept of Licensed Merchandise 6
2.1.1 The Definition of Licensing 6
2.1.2 The Definition of Licensed Merchandise and Character Licensed Merchandise 7
2.1.3 Previous Studies on Licensed Merchandise Consumption Behavior 10
2.2 The Concept of Willingness to Pay More (WTPM) 18
2.2.1 The Definition of WTP and WTPM 18
2.2.2 Previous Studies on WTP 19
2.2.3 Methods to measure WTP 20
2.3 The Concept of Multidimensional Consumer Value 20
2.4 The Concept of Familiarity Theory 22
2.4.1 Brand Familiarity 22
2.4.2 Character Familiarity 24
2.5 The Concept of Self-congruity Theory 25
2.6 The Concept of Identification Theory 26
CHAPTER 3. HYPOTHESIS AND MODEL 28
3.1 Willingness to Pay More as Dependent Variable 28
3.2 Effects of Familiarity, Self-Congruity and Identification on Perceived Consumer Value and WTPM 29
3.3 Model (Direct, Partially Mediated, Fully Mediated Model) 31
CHAPTER 4. METHOD 35
4.1 Character Licensed T-shirt as a Stimuli 35
4.2 Pretest 37
4.2.1 Character Choice 37
4.2.2 Pretest and Pretest Results 37
4.3 Main Study 39
4.3.1. Sample, Instrument and Procedure 39
4.3.2 Measurements 40
4.3.3 Demographic Characteristics 42
CHAPTER 5 RESEARCH RESULTS 49
5.1 Testing WTPM 49
5.2 Testing Measurements 50
5.3 Testing Models 52
5.4 Testing Effects of Demographic Characteristic on WTPM 55
CHAPTER 6 DISCUSSION 57
6.1 Price Premium of Character Exist 57
6.2 Familiarity, Self-Congruity and Identification in Model C 57
6.3 Effect of Demographic Variables on WTPM 59
CHAPTER 7 IMPLICATION AND LIMITATION 61
7.1 Implications 61
7.1.1 Academic Implications 61
7.1.2 Practical Implications 62
7.2 Limitations 63
Bibliography 65
Table of Appendix 72
국문초록 87
Acknowledgement 88
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dc.language.isoeng-
dc.publisher서울대학교 대학원-
dc.subject.ddc649-
dc.titleConsumers Willingness to Pay More for Character Licensed Merchandise-
dc.typeThesis-
dc.typeDissertation-
dc.description.degreeMaster-
dc.contributor.affiliation생활과학대학 소비자학과-
dc.date.awarded2019-02-
dc.identifier.uciI804:11032-000000156116-
dc.identifier.holdings000000000026▲000000000039▲000000156116▲-
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