The Mediating Role of Consumer IP Engagement in Animation IP Purchase Intention: A Comparative Study of Si Juki and Ne Zha

Angelia Angelia; So Yohanes Jimmy; Trihadi Pudiawan Erhan

doi:10.70716/emis.v4i3.785

Authors

Angelia Departement of Technology Management, Faculty of Business, Universitas Multimedia Nusantara Tanggerang, Indonesia Author
So Yohanes Jimmy Departement of Technology Management, Faculty of Business, Universitas Multimedia Nusantara Tanggerang, Indonesia Author
Trihadi Pudiawan Erhan Departement of Technology Management, Faculty of Business, Universitas Multimedia Nusantara Tanggerang, Indonesia Author

DOI:

https://doi.org/10.70716/emis.v4i3.785

Keywords:

animation IP, purchase intention, perceived value, consumer IP engagement, place identification

Abstract

Indonesian animation industry holds significant potential in supporting creative economy growth through Intellectual Property (IP) development, however, the dominance of foreign IPs remains a challenge for local IPs in driving its purchase intention. Therefore, this research is aimed to analyze the influencing factors of purchase intention toward local animation IP products. The study involved 340 animation fans from the 10 regions with the largest fan bases in Indonesia, analyzed using PLS-SEM. The findings reveal that Social Media Content Quality, Narrative Quality, and Self-Image Congruence significantly influence purchase intention through Perceived Value, Consumer IP Engagement, and Place Identification. Consumer IP Engagement emerged as key mechanism driving purchase intention, while Place Identification serves as a complementary factor reinforcing this effect. This study’s contribution lies in IP marketing literature by elucidating how IP quality influences purchase intention through consumers' psychological mechanisms. Practically, the findings underscore the importance of strengthening character quality, narrative, and consumer engagement in boosting purchase intention. The novelty of this study is expanding Place Identification literature which predominantly used in tourism research and Self-Image Congruence which has received limited but growing attention in creative industry research, into a creative product context.

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