INVESTIGATING ATTITUDES, SUBJECTIVE NORMS, AND PERCEIVED BEHAVIOURAL CONTROL ON CHINESE UNIVERSITY STUDENTS' PURCHASE INTENTIONS TOWARDS AoFeI ANIME DERIVATIVES
The success of AoFei anime is not only the result of the change of media technology, but also the inevitable trend of the development of mass communication. However, existing research lacks a discussion of the communication mechanism of AoFei anime derivatives, especially for the explanation of the purchase intention of secondary users. Therefore, this study aims to identify the effects of attitudes, subjective norms, and perceived behavioural control on Chinese college students' purchase intentions of AoFei anime derivatives based on the framework of the Theory of Plans and Behaviours. The sample for this quantitative study was 453 students from three universities in China. The instrument of the study was a structured questionnaire, and descriptive statistics and linear regression analyses were conducted through SPSS 27.0. The study concluded that attitudes, subjective norms, and perceived behavioural control significantly influenced Chinese university students' purchase intentions towards AoFei anime derivatives. Attitude had the highest level of influence, followed by perceived behavioural control, and subjective norms had the lowest. The structure of this study helps to extend the TPB framework and provides effective suggestions for relevant audiences who love anime works.
Attitude, Subjective Norms, Perceived Behavior Control, AoFei Animation Derivatives, Purchase Intention.