Antecedents of Satisfaction in Animation Brand

Abstract

As the total output value of Chinese animation industry rises year by year, Chinese animation companies need to seek their own suitable development path to ensure consumers’ satisfaction with animation brands, thus improving the economy benefit of the company. In view of this, the research collected 387 valid samples through the questionnaire survey to explore the antecedents of animation brand satisfaction. The research results show that the animation content, market performance, and brand personality of animation brands have significant positive impacts on the perceived value and satisfaction of animation fans. Among them, the animation content has the most significant impact on perceived value and satisfaction, while perceived value has some mediating effect.