Abstract
With the popularity of Japanese anime in China, the behavior of Chinese college students consuming Japanese anime derivatives has received widespread attention. In the existing research, there is a lack of discussion on the consumption of anime animation cultural products by Chinese college students. Therefore, this study takes Haikyu as an example to analyze the impact of Japanese action anime (with friendship, effort, and desire to win) on the consumption habits of Chinese college students. Analysis shows that the emotional resonance between such Japanese action anime and Chinese college students, as well as the love of Chinese college students for anime characters, affects the demand psychology, purchase motivation, and consumption willingness of college students in terms of consumption habits. Meanwhile, Chinese college students are becoming more rational in their consumption of peripheral products from Japanese anime. Based on this, this study provides a detailed explanation of the two factors that influence the consumption habits of Chinese college students, including themes such as friendship, youth, and dreams in Japanese anime, as well as their love for characters portrayed in anime.
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